Social Media Utilisation and Entrepreneurial Development among Undergraduate Students in Public Universities in Osun state, Nigeria

Abstract

This study investigated the relationship between social media utilisation and entrepreneurial development among undergraduates in government universities in Osun State. The study was guided by six objectives, five research questions, and one research hypothesis. A descriptive survey research design was adopted. Using the Research Advisor (2006) table, a sample size of 291 was determined from a total population of 1,319. Proportionate sampling was used to select 177 final-year (400L) undergraduates from Obafemi Awolowo University (OAU) and 114 from Osun State University (UNIOSUN), totaling 291 respondents. Data were collected using a researcher-developed instrument titled "Social Media and Entrepreneurial Activities Questionnaire (SMEAQ)."Face and content validity were established by experts in Entrepreneurship Education. Instrument reliability was determined through a pilot test with 20 undergraduates outside the main sample, yielding Cronbach’s alpha coefficients of 0.70 and 0.81. Data were analyzed using descriptive statistics (percentages, means, decision rule) and inferential statistics (Pearson Product Moment Correlation). Findings revealed that undergraduates extensively use social media for entrepreneurial activities, significantly increasing opportunity awareness, product marketing, and overall student development. A significant positive relationship was found between social media usage and entrepreneurial development. The study recommended that government and university authorities enhance campus internet infrastructure and offer subsidized data. Additionally, student entrepreneurs should be encouraged to leverage social media for product promotion, customer engagement, market research, and networking to expand their ventures.