IMPACT OF SOCIAL MEDIA ON ENTREPRENEURSHIP AND CORPORATE SOCIAL RESPONSIBILITY IN NIGERIA

Bernice O. Sanuai, Morenikeji Chukwufumnaya Okoji, Ademola Adesoji, Enoch Aduragbemi Odesola

Abstract


Social media platforms wield significant influence over public perception, consumer behavior, and strategic decisions in Nigeria's evolving business landscape. This seminar paper delved into the multifaceted relationship between social media, entrepreneurship, and corporate social responsibility (CSR) in Nigeria, drawing insights from relevant literature and empirical studies and highlighting the ways in which social media coverage and portrayal affect entrepreneurial endeavors and CSR initiatives. Stakeholder theory was the theoretical underpinning upon which the study was premised. Findings revealed that social media entrepreneurship is a new phenomenon that has changed how the business environment operates, as businesses gain access to resources and online exposure that were otherwise limited with mainstream media. Social media provides greater access to different audiences, increased patronage, improved customer service, improved products and services, job creation and adoption of favourable pricing practice. Furthermore, social media coverage of Corporate Social Responsibility initiatives can enhance corporate reputation, build consumer trust, and contribute to brand differentiation in competitive markets. The study concludes that social media holds profound implications for entrepreneurship and corporate social responsibility for organization who harnesses it for the impacts it provide. Therefore, the study recommends that business owners and marketers should register their presence on social media which also works as a communication and marketing tool which significantly grows their businesses and their corporate social responsibility functions to their numerous publics.


Keywords


social media, entrepreneurship, corporate social responsibility, stakeholders, media entrepreneurship.

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Salim Ahmad, Aminu Muhammad Abubakar, Abdussalam Abba Tukur and Ahamed Sani Kazaure

Salim Ahmad, Aminu Muhammad Abubakar, Abdussalam Abba Tukur and Ahamed Sani Kazaure


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Copyright (c) 2024 Bernice O. Sanuai, Morenikeji Chukwufumnaya Okoji, Ademola Adesoji, Enoch Aduragbemi Odesola

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 ISSN (Print):   2695-2319

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.