EFFECT OF ENTREPRENEURSHIP ON SOCIAL MEDIA MARKETING COMPETENCIES IN MAKURDI METROPOLIS

Abstract

This study aims to determine the effect of entrepreneurship on social media marketing competencies in Makurdi Metropolis. Efficient and skillful work practices are essential and there is the need for wide utilization of social media marketing entrepreneurial development in Makurdi metropolis necessitated this study which sought to determine how competent practicing entrepreneurs are good in Makurdi metropolis. A survey research design was adopted using purposive sampling technique. The population consisted of 201 entrepreneurs in Makurdi metropolis. A validated 22 item on a 5-point rating scale questionnaire was used for data collection. Mean and standard deviation were used in the analysis of data. The study revealed statistically that Results show that the overall scores for AICPSM positively correlated significantly with SMMC scores (r₍₁₇₅₎ = 0.776; P < 0.001). Similarly, the scores of ASCNNSM (r₍₁₇₅₎ = 0.796; P < 0.001), and AMCSSM (r₍₁₇₅₎ = 0.785; P < 0.001)  also positively and significantly correlated with SMMC scores and that entrepreneurs in Makurdi metropolis rated themselves as incompetent in utilizing social media marketing communication. The therefore draws the following conclusions; that if entrepreneurs can utilize social media marketing competencies, they will record greater success in their businesses by boosting brand awareness and customer loyalty which will lead to higher sales turnover. Therefore, it was recommended among others that successful digital entrepreneurs should provide mentorship to beginning and prospective entrepreneurs to equip them with competencies needed for successful social media marketing.