EFFECT OF SOCIAL MEDIA ON WOMEN ENTREPRENEUR PRODUCTS AND SERVICE INNOVATION IN ANAMBRA- STATE, NIGERIA

Abstract

The advent of social media created great opportunities for business growth among the users. This study was necessitated by the need to encourage women entrepreneurs to widely use social media platforms by examining the effects of four popularly used social media platforms on products and services innovation among women entrepreneur in Anambra State, Nigeria. Four hypotheses were tested in the study. Descriptive survey design was adopted for the study. The population of the study is 201. Stratified sampling technique was used to draw a sample size of 134 based on Krejcie and Morgan formula. Instrument of questionnaire was used for data collection. Regression analysis was used to analyze the data. It was found that all four social media platforms, namely; Facebook, YouTube, WhatsApp and Instagram have positive effects on products and services innovation among women entrepreneurs in Anambra State. However, WhatsApp was found to be is highly insignificant at 5% significant level. We recommend that women entrepreneurs should take advantage of opportunity that abound in Facebook, WhatsApp, YouTube and Instagram to improve their products and service quality through innovation.