RATING OF SOCIAL MEDIA MARKETING COMPETENCIES POSSESSED BY ENTREPRENEURS IN DELTA STATE, NIGERIA
Abstract
The need for wide utilization of social media marketing for entrepreneurial development in Delta State necessitated this study which sought to determine how competent practicing entrepreneurs are for their use in Delta State. One research question guided the study. A survey research design was adopted. The population consisted of 200 entrepreneurs in Delta North Senatorial District of Delta State. 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 that entrepreneurs in Delta State rated themselves incompetent for utilization of social media marketing. It was concluded that if entrepreneurs can utilize social media marketing, 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.
JEL: M31, L20, L26
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DOI: http://dx.doi.org/10.46827/ejmms.v0i0.108
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