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Entrepreneurial Social Media Marketing and Entrepreneurial Success of Students’ Owned Businesses in Awka

Okechukwu Ferdinand Cyril-Nwuche, PhD

Abstract

This study examined the effect of entrepreneurial social media marketing on the entrepreneurial success of student-owned businesses in Awka. Specifically, the study assessed the effect of Facebook marketing and Instagram marketing on the entrepreneurial success of these businesses. The study adopted a descriptive survey design, with a population of undergraduate student entrepreneurs in Awka, from which a sample size of 220 respondents was purposively selected. Data were collected using a structured questionnaire and analyzed with both descriptive statistics and multiple linear regression analysis for hypothesis testing at a 5% level of significance. The findings revealed that: Facebook marketing has a significant positive effect on entrepreneurial success of student-owned businesses in Awka (β = 0.354; p = 0.000); Instagram marketing has a significant positive effect on entrepreneurial success of student-owned businesses in Awka (β = 0.411; p = 0.000). The study concluded that digital marketing strategies have become integral to the way student entrepreneurs manage and expand their businesses, highlighting the growing reliance on technology- mediated interactions in contemporary commerce.It was recommended that student entrepreneurs actively develop and implement strategic Facebook marketing plans. They should consistently create engaging content, utilize Facebook Ads to target specific customer segments, and maintain active communication with followers through comments, messages, and groups.

Keywords

Entrepreneurial Social Media MarketingEntrepreneurial SuccessFacebook MarketingInstagram Marketing

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