INTERNET MEDIATED MARKETING AND SELF-EMPLOYMENT OF YOUTHS IN RIVERS STATE, NIGERIA

Abstract

This work examined the relationship between Internet-Mediated Marketing and Self-employment of Youths in Rivers State. The objective of the study was to examine the extent   Internet-Mediated Marketing influencesself-employment of youth in Rivers State.  The study adopted the exploratory cross-sectional survey research design. Using a combination of Krejcie and Morgan Sample Size Determination of Table and Bowley’s Population Appropriation Formula, a sample size of 269 respondents was obtained from a population of 900 cyberpreneurers in selected ICT hubs in Rivers State.? After validation, 269 copies of structured questionnaire were administered while 255 copies were retrieved. Mean and standard deviation were used for the univariate analysis while Spearman Rank Order Correlation was employed in the bivariate analysis. The results showed that there is a significant positive relationship between Internet-Mediated Marketing and self-employment of youth in Rivers State. The study concluded that that Internet-Mediated Marketing enhances self-employment of youths at all level in Rivers State. It recommended amidst other things, that youths and other individuals should equip themselves with trending requisite skills that enhance the utilization of the internet in marketing of products and services