Leveraging Social Media for Youth Employment and Entrepreneurship in Enugu State, Nigeria

Abstract

This study explores the role of social media in job creation among youths in Enugu State, Nigeria. The objectives include identifying the types of jobs created through social media, assessing its economic impact on youth employment, examining challenges faced by young entrepreneurs leveraging social media, and providing recommendations for optimizing social media use for job creation. The study adopts a descriptive survey research design, sampling 400 respondents aged 18-35. The research is anchored on the Diffusion of Innovations Theory and the Uses and Gratifications Theory. Statistical analysis was conducted to test hypotheses and draw conclusions. The findings reveal that social media serves as a vital tool for employment generation, providing opportunities for networking, job-seeking, skill acquisition, and business promotion. Platforms such as Facebook, LinkedIn, and Instagram facilitate job searches and networking, while YouTube and WhatsApp support digital learning and entrepreneurship. However, significant barriers—such as digital illiteracy, unstable internet connectivity, and limited financial resources—hinder the full realization of social media’s potential in job creation. The study underscores the need for strategic interventions, including digital literacy programs, improved internet infrastructure, and access to financial support, to enhance youth employment prospects through social media. The findings provide practical insights for policymakers, educators, and digital platform developers in fostering sustainable employment solutions through digital innovation.