IIARD International Institute of Academic Research and Development

JOURNAL OF PUBLIC ADMINISTRATION AND SOCIAL WELFARE RESEARCH (JPASWR )

E-ISSN 2504-3597
P-ISSN 2695-2440
VOL. 9 NO. 4 2024
DOI: 10.56201/jpaswr.v9.no4.2024.pg190.211

---

The Impact of Digital Transformation on Entrepreneurial Relationships. (A Study of E-Commerce in Nigeria)

Nwabuatu, Emmanuel Nnajiubah. Ph. D

---

Abstract

This study investigates the impact of digital transformation on entrepreneurial relationships within Nigeria’s e-commerce sector, focusing on relationship-building, trust, and communication facilitated by digital tools. The research employs an interpretive approach, leveraging qualitative methods with secondary data analysis, including case studies, industry reports, and academic literature. The findings reveal significant advancements in relationship-building driven by digital tools, such as mobile apps, social media platforms, and collaborative software, which enhance trust, streamline communication, and promote partnerships among e-commerce entrepreneurs. However, challenges persist, particularly related to the decline in face-to-face interactions and concerns over data privacy and security, potentially affecting trust and authenticity in entrepreneurial relationships. Quantitative analysis confirms these trends, showing a strong positive correlation between the use of digital tools and relationship enhancement, with a model explaining 95.6% of the variance. Similarly, the adoption of digital platforms was found to greatly enhance trust, collaboration, and communication, with an R² value of 0.991. These improvements allow entrepreneurs to maintain reliable partnerships and work across regions effectively. Nevertheless, digital transformation also introduces significant challenges, including the erosion of personal connection and heightened vulnerability to cyber threats, emphasizing the complexity of navigating digital integration. Despite these challenges, successful case studies illustrate that entrepreneurs who strategically implement digital tools can overcome barriers and strengthen their business relationships. The research highlights that while digital platforms are indispensable for modern business, balancing their use with measures that ensure security and foster personal connections is crucial for sustaining long-

keywords:

Digital Transformation, Entrepreneurial Relationships, E-Commerce, Nigeria

---

Aalbers, R., & Whelan, E. (2021). Implementing digitally enabled collaborative innovation: A case
study of online and offline interaction in the German automotive industry. Creativity and
Innovation Management, 30, 368-383. https://doi.org/10.1111/CAIM.12437.
Acuto, M., & Leffel, B. (2020). Understanding the global ecosystem of city networks. Urban
Studies, 58, 1758 - 1774. https://doi.org/10.1177/0042098020929261.
Akinola, O., &Asaolu, O. (2023). A trust, privacy and security model for e-commerce in
Nigeria. Nigerian Journal of Technology. https://doi.org/10.4314/njt.v42i1.19.
Alabi, B., & David, A. (2022). Framework for Detection of Fraud at Point of Sale on Electronic
Commerce sites using Logistic Regression. EAI Endorsed Trans. Scalable Inf. Syst., 10,
e16. https://doi.org/10.4108/eetsis.v10i2.1596.
Apeh, A., Apeh, C., Tikon, F., &Onyekuru, A. (2023). Role Of Digital Entrepreneurship in Youth
Empowerment in Enugu State, Nigeria. Journal of Agripreneurship and Sustainable
Development. https://doi.org/10.59331/jasd.v6i2.433.
Avalos, E., Cirera, X., Cruz, M., Iacovone, L., Medvedev, D., Nayyar, G., & Ortega, S. (2024).
Firms’ digitalization during the COVID-19 pandemic: a tale of two stories. Science and
Public Policy. https://doi.org/10.1093/scipol/scae022.
Blau, P. M. (1964). Exchange and power in social life. John Wiley & Sons.
Borgatti, S. P., &Halgin, D. S. (2011). Analyzing social networks. SAGE Publications.



Cain, J., & Imre, I. (2021). Everybody wants some: Collection and control of personal information,
privacy concerns, and social media use. New Media & Society, 24, 2705 - 2724.
https://doi.org/10.1177/14614448211000327.
Dasawat, S., & Sharma, S. (2023). Cyber Security Integration with Smart New Age Sustainable
Startup Business, Risk Management, Automation and Scaling System for Entrepreneurs:
An Artificial Intelligence Approach. 2023 7th International Conference on Intelligent
Computing
and
Control
Systems
(ICICCS),
1357-1363.
https://doi.org/10.1109/ICICCS56967.2023.10142779.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of
information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Dehtiar, D., &Yakymova, N. (2024). TRANSFORMATION OF COMMUNICATION
TECHNOLOGIES OF VIRTUAL TEAMS IN IT INDUSTRY. Business Navigator.
https://doi.org/10.32782/business-navigator.74-37.
Deloitte.
(2022). Digital
tools
help
small
businesses
compete.
Retrieved
from https://connectedcouncil.org/reports/exclusive-new-research-digital-tools-help-
small-businesses-compete/
Drydakis, N. (2022). Improving Entrepreneurs’ Digital Skills and Firms’ Digital Competencies
through
Business Apps
Training: A
Study
of
Small
Firms. Sustainability.
https://doi.org/10.3390/su14084417.
Fakfare, P., Manosuthi, N., Lee, J., Jin, M., Han, H., & Kim, J. (2024). Data vulnerability and
privacy risk among hotel guests who share personal data. Journal of Vacation Marketing.
https://doi.org/10.1177/13567667241276213.
Gomathy, D., Geetha, V., , A., & Surya, V. (2024). Ethical Implications of Cybersecurity Breaches
and Data Privacy Violations. INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH
IN ENGINEERING AND MANAGEMENT. https://doi.org/10.55041/ijsrem37506.
Hatamleh, I., Safori, A., Habes, M., Tahat, O., Ahmad, A., Abdallah, R., & Aissani, R. (2023).
Trust
in
Social
Media:
Enhancing
Social
Relationships. Social
Sciences.
https://doi.org/10.3390/socsci12070416.
Igwe, E., Alaba, O., & Abass, O. (2021). Predicting the Growth of e-Commerce using Trendline
Analysis: A Case Study of Ogun State, Nigeria. International Journal of Computer and
Information Technology(2279-0764). https://doi.org/10.24203/IJCIT.V10I2.69.
Jacobs, G. (2021). Collaborative Digital Problem?Solving: Power, Relationships, and
Participation. Journal of Adolescent & Adult Literacy. https://doi.org/10.1002/jaal.1216.
Kaiser, M., & Berger, E. (2020). Trust in the investor relationship marketing of startups: a
systematic literature review and research agenda. Management Review Quarterly, 71, 491-
https://doi.org/10.1007/s11301-020-00191-9.



Kaiser, M., & Berger, E. (2020). Trust in the investor relationship marketing of startups: a
systematic literature review and research agenda. Management Review Quarterly, 71, 491-
https://doi.org/10.1007/s11301-020-00191-9.
Khalili, B., Quraishi, T., & Dayan, F. (2024). Evaluating the Impact of Social Networks on Human
Communication in the Digital Era. Socio-Economic and Humanistic Aspects for Township
and Industry. https://doi.org/10.59535/sehati.v2i1.252.
Kopare, A., Shaikh, A., Sharma, J., & Waghmare, G. (2024). AI-Enabled Customer Insights:
Transforming Marketing and Customer Relationship Management. 2024 International
Conference on Knowledge Engineering and Communication Systems (ICKECS), 1, 1-6.
https://doi.org/10.1109/ICKECS61492.2024.10616723.
Kovalev, V., Neiman, I., Dubovenko, M., &Kaylyuk, O. (2024). Approaches for the companies’
promotion in the modern business environment. VìsnikSums?kogoderžavnogounìversitetu.
https://doi.org/10.21272/1817-9215.2024.1-06.
Kulyniak, I., &Holovetskyi, D. (2023). Digital Tools of Marketing Management of Enterprises:
Role, Advantages and Challenges of Use. Journal of Lviv Polytechnic National University.
Series of Economics and Management Issues. https://doi.org/10.23939/semi2023.02.114.
Kumar, P. (2024). Challenges and Opportunities for Young Entrepreneurs in Digital
Age. Interantional Journal of Scientific Research in Engineering and Management.
https://doi.org/10.55041/ijsrem35116.
Latief, F., &Firman, A. (2024). Evolving E-Business: Trends and Strategies for Digital
Transformation in the Digital Age. The Journal of Business and Management Research.
https://doi.org/10.55098/tjbmr.v6i2.664.
Lim, J., & Thing, V. (2024). Building Confidence in a World of Eroding Trust. Digital
Government: Research and Practice, 5, 1 - 17. https://doi.org/10.1145/3653075.
Liu, K., Chung, K., Chiu, W., & Chen, G. (2024). Digital Transformation Driving SME Business
Model
Innovation. Journal
of
Global
Information
Management.
https://doi.org/10.4018/jgim.350191.
Mao, R., Chen, H., & Shen, H. (2023). Cooperation strategies with third?party platform: E?tailer
and manufacturer perspectives. Naval Research Logistics (NRL), 70, 878 - 896.
https://doi.org/10.1002/nav.22136.
Nigerian Communications Commission. (2023). Internet penetration and digital literacy in
Nigeria:
Current
statistics
and
challenges.
Retrieved
from https://techafricanews.com/2023/10/12/ncc-reports-surge-in-internet-usage-and-
broadband-penetration-in-august-2023/
Ntamu, D., Balunywa, W., Nsereko, I., &Kwemarira, G. (2023). Collective action in social
entrepreneurial ventures: the role of shared meaning. Journal of Enterprising



Communities: People and Places in the Global Economy. https://doi.org/10.1108/jec-06-
2022-0086.
Olaniyi, O., Ugonnia, J., Olaniyi, F., Arigbabu, A., &Adigwe, C. (2024). Digital Collaborative
Tools, Strategic Communication, and Social Capital: Unveiling the Impact of Digital
Transformation on Organizational Dynamics. Asian Journal of Research in Computer
Science. https://doi.org/10.9734/ajrcos/2024/v17i5444.
Ozay, D., Jahanbakht, M., Shoomal, A., & Wang, S. (2024). Artificial Intelligence (AI)-based
Customer Relationship Management (CRM): a comprehensive bibliometric and systematic
literature review with outlook on future research. Enterprise Information Systems, 18.
https://doi.org/10.1080/17517575.2024.2351869.
Psychogios, A., Szamosi, L., Prouska, R., & Gruda, D. (2024). Towards a framework for repairing
stakeholder trust in entrepreneurial small businesses in times of macro-level crises. Journal
of Small Business and Enterpris

DOWNLOAD PDF

---

Back