From Local to Global: How Social Media and Emerging Technologies are Reshaping Women Entrepreneurship in Lagos Markets?

Abstract

This research examines how social media and new technologies contribute to women’s entrepreneurship in Lagos, Nigeria. By looking at data from surveys and studying conversations online, the research analyses how women entrepreneurs in Lagos’ main markets use technology to improve their businesses. The study recruited 895 women from various sectors in fashion, food retail and beauty services and looked at six physical locations: Yaba, Ikorodu, Bariga, Lagos Island, Surulere and Ojuelegba. We used a multistage method to pick people from each of the major socio-economic strata in Lagos. Besides the survey, the study examined social media activity on five online groups covering Yaba, Idumota, Orile Coker, Ojuelegba and Lagos Island on Facebook over 12 months. Researchers looked at the daily activity, member discussions and message goals by watching the site in a non-disruptive manner, from selling products to networking. Results suggest that smartphones and WhatsApp, Instagram and Facebook are main tools for communicating, marketing and growing a business. Digital literacy, the cost of devices and barriers from different cultures are still ongoing problems. It becomes clear from the results that many people use digital platforms in different ways and this is especially true in lower-interest markets which may require additional support and training to close the digital gap. It also offers new viewpoints on how women can involve themselves in digital tools, run enterprises and benefit from social media in promoting growth within their organisations.