INFLUENCE OF SOCIAL MEDIA AND DIGITAL MARKETING ON MODERN ENTREPRENEURSHIP PROGRAMMES AMONG BUSINESS EDUCATION STUDENTS IN DELTA STATE UNIVERSITY

Abstract

This study investigates the influence of social media and digital marketing on modern entrepreneurship programmes among Business Education students at Delta State University, Abraka. The increasing adoption of platforms such as Facebook, Instagram, WhatsApp, and TikTok has transformed how young entrepreneurs engage with markets, communicate with customers, and build brand awareness. Similarly, digital marketing tools—such as content creation, email marketing, influencer marketing, and search engine optimization (SEO)—have become vital components of entrepreneurial success in the digital economy. Descriptive survey research design was adopted for the study. The population comprised of 172 Business Education students. A structured questionnaire was used as the primary instrument for data collection, validated by experts in Business Education and Educational Technology. The reliability of the instrument was established through a pilot test, using Cronbach’s alpha which yielded a coefficient of 0.82. Data were analyzed using descriptive statistics such as mean and standard deviation to answer the research questions, while hypotheses were tested using t-tests at a 0.05 level of significance. Findings reveal that while students widely use social media for entrepreneurial purposes, their understanding and application of comprehensive digital marketing strategies remain limited. Additionally, integration of digital marketing content into entrepreneurship programmes is still minimal. The study recommends the inclusion of practical digital marketing modules in entrepreneurship curricula, the provision of digital skill workshops, and improved institutional support to enhance students’ entrepreneurial capacities in a digitally driven economy.