Developing a framework for leveraging social media as a strategic tool for growth in Nigerian women entrepreneurs

Abstract

Women entrepreneurs in Nigeria face numerous challenges, including limited access to finance, market constraints, and socio-cultural barriers that hinder business growth. However, the rapid adoption of social media provides a unique opportunity to overcome these obstacles and enhance business expansion. This study aims to develop a framework for leveraging social media as a strategic tool for the growth of Nigerian women entrepreneurs. The research adopts a mixed-method approach, combining qualitative insights from interviews and surveys with quantitative data analysis to assess the impact of social media on business performance. The proposed framework highlights key factors influencing social media utilization, including digital literacy, branding, customer engagement, content strategy, and platform selection. The study explores how Nigerian women entrepreneurs use platforms such as Facebook, Instagram, Twitter, and WhatsApp to enhance visibility, market products, and engage with customers. It also examines the role of digital marketing skills in optimizing reach and sales conversion. Additionally, the research investigates barriers such as limited digital skills, internet access, cyber threats, and online credibility issues that hinder effective social media use. Findings suggest that effective social media adoption leads to increased market access, enhanced brand reputation, customer retention, and improved profitability. The study further identifies the importance of government policies, digital training programs, and peer networking in empowering women entrepreneurs to maximize social media benefits. Based on these findings, a structured framework is proposed, integrating strategic digital marketing, social media analytics, and community-building techniques tailored to the Nigerian business environment. This study contributes to entrepreneurship literature by providing a practical model for women entrepreneurs to leverage social media effectively. It also offers recommendations for policymakers, financial institutions, and training organizations to support women-owned businesses in the digital space. The proposed framework serves as a roadmap for fostering inclusive economic development through digital entrepreneurship. Future research should explore how emerging technologies such as artificial intelligence and blockchain can further enhance social media-driven business growth among Nigerian women entrepreneurs.

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