The Influence of Social Media on Entrepreneur Motivation and Marketing Strategies in a Developing Country

Olanrewaju, A, Whiteside, N, Hossain, M and Mercieca, P 2018, 'The Influence of Social Media on Entrepreneur Motivation and Marketing Strategies in a Developing Country', in Lecture Notes in Computer Science book series, Kuwait City, Kuwait, 30 October to 1 November 2018, pp. 355-364.


Document type: Conference Paper
Collection: Conference Papers

Title The Influence of Social Media on Entrepreneur Motivation and Marketing Strategies in a Developing Country
Author(s) Olanrewaju, A
Whiteside, N
Hossain, M
Mercieca, P
Year 2018
Conference name Conference on e-Business, e-Services and e-Society
Conference location Kuwait City, Kuwait
Conference dates 30 October to 1 November 2018
Proceedings title Lecture Notes in Computer Science book series
Publisher Springer
Place of publication Heidelberg, Gerrmany
Start page 355
End page 364
Total pages 10
Abstract Entrepreneurs are increasingly using social media in running their businesses. This phenomenon is remarkable especially in developing countries where entrepreneurs now exploit business opportunities by using cheaper platforms. Prior studies claim that social media plays a crucial role in establishing a business and ensuring its survival through effective marketing. However, from the context of developing countries, limited research has sought to understand the role of social media in motivating entrepreneurs to start and market their businesses. This current study seeks to investigate this issue through a field study comprising interviews with Nigerian entrepreneurs. The research explores how social media shapes Nigerian entrepreneurs' motivation to start a business and how they market their businesses via social media. It was found that most of the entrepreneurs interviewed were opportunity-driven rather than necessitydriven due to opportunities afforded by SM. Furthermore, entrepreneurs devised several social media marketing approaches across different platforms to reach their audiences.
Subjects Information Systems Management
Keyword(s) Entrepreneur Social media
SMEs
Necessity-driven
Opportunity-driven Marketing
Developing country
Nigeria
Copyright notice © IFIP International Federation for Information Processing 2018
ISBN 9783030021306
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