Examination of the Effect of New Media in Revolutionizing Entrepreneurship in Bauchi State, Nigeria

Abstract

Nano, micro, small, and medium enterprises (NMSMEs) are still heavily reliant on the “brick-and-mortar” system or traditional street-side business methodology, which is no longer as efficient as it once was. In contrast to the foregoing, this study examined the effect of new media on nano and micro enterprises (MSSBs) in Nigeria. Hinged on the technology acceptance model (TAM) and theory of digital divide, the research employed a survey method to generate responses from micro business owners within 36 business categories in Bauchi Metropolis by deploying 100 questionnaires to a random sample size. Chi-Square test calculator and sample median test were used to examine the various hypotheses at a 5% level of significance. The analysis revealed that there was no significant positive relationship between new media products' usage and increased business performance in Bauchi. This is because the majority of NME owners were still unaware of what new media products could offer them. As such, NME owners need to be trained to adopt the new media tools in order to boost NMEs in this region.