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ABSTRACT
This study examined the effect of digital marketing on entrepreneurship in Nigeria. Despite the relevance and benefits of information and communication technology, its growth and development as well as its implementation in terms of digital marketing, e-commerce and e-business especially in Nigeria is still faced with some challenges that hamper smooth operation and development of entrepreneurship. These problems include; inadequate Digital/Internet Infrastructure, cost of getting connected, unreliable power supply, inadequate number of knowledgeable staff, and perceived lack of security. A survey research design was used for the study with a sample size of 135 micro, small and medium scale entrepreneurs in Benin City. Analysis of Variance (ANOVA) regression technique was used to test the hypotheses. The finding revealed that there is a positive effect of adequate internet infrastructure in digital marketing on entrepreneurship development in Nigeria. Also, it was discovered that there is no positive effect of the cost of getting connected in digital marketing on entrepreneurship development in Nigeria. Furthermore, the finding showed that there is a positive effect of reliable power supply in digital marketing on entrepreneurship development in Nigeria. Additionally, it was found that there is a positive effect of the perceived security in digital marketing on entrepreneurship development in Nigeria. It was concluded that there is a positive effect of digital marketing on entrepreneurship in Nigeria. Recommendations were that adequate provision of internet infrastructure in digital marketing should be sustained by micro, small and medium scale entrepreneurs in Benin City. The cost of getting connected in digital marketing should be reduced by telecommunications regulators and operators for sustainable entrepreneurship development in Nigeria. There is need for the provision of reliable power supply for entrepreneurship development in Nigeria.
