NIGERIA SMEs IN THE DIGITAL ERA: GEN Z's APPROACH TO ENTREPRENEURIAL MARKETING CONTENT CREATION

Abstract

This study examines the impact of digitalization on entrepreneurship development among Gen Z entrepreneurs in Nigeria. The purpose is to appraise the role of digital technologies in fostering entrepreneurial growth, innovation, and sustainability. Using a mixed-methods approach, this study surveyed 500 Gen Z entrepreneurs and conducted in-depth interviews with 20 industry experts. The findings reveal that digitalization has significantly enhanced entrepreneurial opportunities, improved access to markets, and increased innovation among Gen Z entrepreneurs. However, challenges such as digital literacy, cyber-security, and infrastructure limitations hinder the full potential of digital entrepreneurship. This study's originality lies in its focus on Gen Z entrepreneurs and the digitalization of entrepreneurship in a rapidly changing business landscape. The implications suggest that policymakers and entrepreneurship development programs should prioritize digital literacy, infrastructure development, and cyber-security to support Gen Z entrepreneurs. Recommendations include investing in digital infrastructure, providing training and resources for digital entrepreneurship, and promoting online platforms for entrepreneurial networking and collaboration.