PROMOTING SMALL AND MEDIUM-SCALE ENTERPRISES (SMES) FOR CURBING YOUTHS’ UNEMPLOYMENT AND RESTIVENESS IN NIGERIA

Authors

  • Ben Odigbo 234-8033223840
  • Akpan, Joy S University of Calabar
  • Bassey, Agnes Edem University of Calabar
  • Odigbo, Rose A. University of Calabar

DOI:

https://doi.org/10.64415/jgpmc.v1i1.9

Abstract

The study was an appraisal of integrated marketing communication (IMC) for promoting small and medium-scale entrepreneurship among the Nigerian youths as a measure for reducing youths’ unemployment in the country. It was motivated by the high rate of unemployment in the country and the attendant negative social consequences. The specific objectives were to: determine the effect of social marketing as a tool for promoting youths’ adoption of SMEs in the country; examine the relationship between social-media as marketing communication tool for promoting youths’ adoption of SMEs in the country; and ascertain the relationship between word-of-mouth communications as marketing communication tool for promoting youths’ adoption of SMEs in the country. Explorative survey design was adopted in the study. Population was made up of fresh university graduates from University of Calabar and the Cross River State University of Science and Technology in the 2016/2017 academic session, numbering 11,000. A sample size of 399 was statistically determined from that population, using Taro Yamane’s formular. Data procured were analysed with inferential statistics of Chi-Square and Spearman correlation coefficient. Results obtained indicate that: social marketing was significantly effective as a tool for promoting youths’ adoption of SMEs in Nigeria; there was a significant relationship between social-media as marketing communication tool and youths’ adoption of SMEs in the country; and there was a significant relationship between word-of-mouth communications as marketing communication tool and youths’ adoption of SMEs in the country. Based on these outcomes, it was recommended that integrated marketing communication tools of social marketing, social-media and word-of-mouth (WOM) communications should be employed by the relevant governmental agencies in winning Nigerian youths’ acceptance of SMEs as an antidote against unemployment.

Author Biography

Ben Odigbo, 234-8033223840

About the Journal

With a focus on promoting global peace, the Journal of Digital Marketing and Communication (JDMC) is an international multidisciplinary, peer-reviewed, open access, electronic and print journal.  The scope of the Journal includes, but is not limited to business, management, marketing, finance, economics, human resource management, public relations, advertising, digital marketing, and communications. The JDMC promotes global peace through academic research and publications in various fields of endeavors, including charity courses. The journal is published by the Peace Advocacy and Research Organization (PARO), website: https://parogroup.org/

Editorial Board:

Editor-in-Chief: Dr. Ben Odigbo

Professor Ezekiel S. Asemah
Professor of Public Relations and Advertising,
Samuel Adegboyega University- SAU, Ogwa, Edo State, Nigeria.

Prof. Smart N. Uchegbu

Department of Urban and Regional Planning,

The University of Nigeria.

 

Professor Mande Samaila

National Open University of Nigeria,

Abuja – Nigeria.

Email: mande.samaila@gmail.com

 


Dr. Ndoma Brown

Department of Mass Communication,

Cross River University of Technology,

Cross River State – Nigeria.


Dr. Ralph Okonkwo

Department of Marketing, Michael Okpara University of Agriculture

Umudike-Umuahia, Nigeria. 

 

 

Prof. Charles Obot

Department of Communication Arts,

University of Uyo, Nigeria.

 

 

Dr. Silk Ogbu-Ugwu

Pan Atlantic University,

Km 52 Lekki Epe Expressway, Ibeju-Lekki, Lagos – Nigeria.

 

 

Dr. Princewell, N. Achor,

Researcher, Media and Public Relations,

Advanced Management Academy, Abuja, Nigeria.

 

Dr. Emmanuel Inokon

Obong University, Etim Ekpo LGA,

Akwa-Ibom State, Nigeria

Indexing

   

 

 

 

Call for Papers

Papers are invited for a Special Edition of the Journal, dedicated to Enthroning Global Peace, in the light of the Russian-Ukrainian war, and other wars and conflicts across the globe, as follows:

Theme: Public Policies and Diplomacy, Accountability, Business Management, Economics and Digital Communications for Promoting Global Peace.

 Deadline for Full Paper Submissions: May 30, 2022.

Peer Review Process: May 30, 2022, to July 15, 2022.

Paper Publication: July 30, 2022.

Publication Fee: Article processing and publication fee of One Hundred and Twenty US dollars ($120) is charged for this special edition.  

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Account Name: Peace Advocacy and Research Organization.

Account Number: 0693053779

Bank: Guarantee Trust Bank.

Sort Code: 058-075621

Swift Code: GTBINGLA

 

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  • Multiple submission of the same paper to other journals is totally disallowed.
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Manuscripts should be submitted in Microsoft Word file formats. Please do not submit PDF files. The text should be double-spaced and on 12-point font sizes and Times New Romans. All illustrations, figures, and tables should be placed within the text at the appropriate points, rather than at the end. Manuscripts should be formatted for printing on an A4 paper layout. The language of the JDMC is English. The JDMC accepts both American or British spelling and terminology, as long as the author(s) maintain consistency of each, throughout the manuscript. Articles should preferably not exceed 7,500 words.

 

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The abstract should not be more than 300 words but must capture all the technical areas of the work: a brief introduction of the subject matter, a tight summary of the problem or issues that motivated it, summarized objectives, a tight summary of the methodology, tight summary of the results and recommendations.

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Authors should provide a minimum of four and a maximum of six keywords below the abstract. The keywords must adhere to the contents of the manuscript.

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Please note that not following the instructions given above, in your submission(s) will most likely lead to the rejection of a paper without further evaluation!

 

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Articles submitted to the JDMC should not have been published before in their current or substantially similar form, or be under consideration for publication in another journal. Authors submitting articles for publication to the journal may be required to sign a copyright form declaring that the work is not an infringement of any existing copyright and indemnify the publisher against any breach of such.

 

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Published

2025-07-01

Issue

Vol. 1 No. 1 (2022): Journal of Global Peace and Marketing Communications (JGPMC)

Section

Articles