Social Media Marketing and Entrepreneurship Effectiveness of Listed Building Material Firms in Rivers State

BY

Damian-Okoro, Inetimi R. and Akani, Godspower Henshaw

Department of Marketing Rivers State University

Abstract

This study focused on social media marketing and entrepreneurship effectiveness of listed building material firms in rivers state. Specifically, the study investigated the relationship between social media marketing and entrepreneurship effectiveness of listed building material firms in Port Harcourt. The objectives of the study were to ascertain the extent to which social media marketing relates proactiveness and innovativeness which are the dimensions of entrepreneurship effectiveness. The population of the study consists of 8 listed building material firms in Rivers State. All the firms were studied and 33 respondents provided primary data that were used to ascertain the relationship between the variables. The primary data were collected through a questionnaire that was designed in Likert scale of very low extent to very high extent. 2 research hypotheses were tested using Pearson Product Moment Correlation with the aid of Statistical Package for Social Sciences to establish the relationships between the variables. Results of the test showed that social media marketing have significant and positive relationships with proactiveness and innovativeness – the measures of entrepreneurship effectiveness. Therefore, the study concluded that that social media marketing relates with entrepreneurship effectiveness of listed building material firms in Rivers State. Therefore, the study recommended that marketing managers of listed building material firms should engage the use of social media marketing to enhance their entrepreneurial effectiveness.