Impact of social media-based small group communication in improving the entrepreneurial skills and business performance of young sculptors in Nigeria

Abstract

Even though vocational and technical skills have been identified as essential for human capital development, research on how to convert acquired skills into money through business activities is limited. This study filled this gap by measuring the effectiveness of social media-based small group communication in improving the entrepreneurial skills and business performance of young sculptors in Nigeria. The study was a quasi-experiment involving 470 respondents in Nigeria. The result showed that social media-based small group communication is a cost-effective way of promoting the commercialization of acquired skills among youths rather than small group communication in a face-to-face setting. The frequency of attending group sessions, satisfaction with communication setting, motivation, and engagement during group communication explain why social media-based small group communication was more effective than small group communication in a face-to-face setting.