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Effects Of Instagram Marketing on Female Entrepreneurial Performance in Lagos Nigeria: An Exploratory Study

Covenant Journal of Entrepreneurship

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Field Value
 
Title Effects Of Instagram Marketing on Female Entrepreneurial Performance in Lagos Nigeria: An Exploratory Study
 
Creator Jane Ekeagbara & Dibia Peter, Christian Mamodu, Chinonye Moses,
 
Description Lagos is called the commercial capital and known as a city highly populated in Nigeria, with not less than 21 million people as at 2016. This makes it the largest city in Africa. The city is full of diverse opportunities for business and service delivery, majority of its population are social media savvy. Lagos hosts millions of female entrepreneurs who contribute to its GDP via product and service delivery. The study seeks to understand the experience of female entrepreneurs in Lagos who chose Instagram to market their small businesses. Ten female entrepreneurs were selected to participate in the study. The exploratory research design was adopted for the study. The study found that Instagram marketing is effectively used by female entrepreneurs, especially those of them who do not have a shop or an office. Some female entrepreneurs identified in this study, opined that Instagram is user friendly, however data consuming. Instagram marketing provides high exposure of products or services which gives room for sharing product pictures and creating an engaging content.
 
Publisher Covenant University
 
Contributor —
 
Date 2019-12-16
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://journals.covenantuniversity.edu.ng/index.php/cjoe/article/view/1831
 
Source Covenant Journal of Entrepreneurship; CJoE: Vol.3 No.2, Dec. 2019
2682-5384
2682-5376
 
Language eng
 
Relation https://journals.covenantuniversity.edu.ng/index.php/cjoe/article/view/1831/1046
 
Rights Copyright (c) 2019 Covenant Journal of Entrepreneurship