Uses And Gratification Of Social Media In Entrepreneurial Development Among Nigerian Undergraduates

Abstract

Unemployment is an impediment to the achievement of Sustainable Development Goals one and eight-no poverty and economic growth. Social media is believed to be critical in eradication of poverty and achievement of economic growth by being deployed to showcase entrepreneurial skills. Literature is grounded in social media and entrepreneurship; there is a dearth of study on uses and gratification of social media and entrepreneurship. The study therefore, explores the role of social media in entrepreneurial development among undergraduates, focusing on its potential to address unemployment and contribute to Sustainable Development Goals related to poverty eradication and economic growth. Grounded in the uses and gratification theory, the research fills a gap in existing literature by examining how students derive value from social media for entrepreneurial purposes. The methodology—using a survey and descriptive statistics—provides a clear, quantitative insight into how platforms like Instagram are utilized to promote vocational skills and generate income. The study's findings suggest a shift in student attitudes toward self-employment, and it concludes with a relevant policy recommendation to integrate digital marketing and entrepreneurship into university curricula. Overall, the research is timely, relevant, and provides actionable insights, though it could benefit from more robust inferential analysis and broader demographic coverage for generalisation.