New media Utilisation and Student Entrepreneurship Development in Auchi Polytechnic, Auchi

Abstract

This study assessed the impact of new media in promoting students’ entrepreneurship development in Auchi Polytechnic, Auchi. The study was guided by four objectives which examined students’ exposure to new media platforms, the influence of new media on entrepreneurial skills, the role of digital platforms in business promotion, and the challenges associated with the use of new media for entrepreneurial purposes. A survey research design was adopted because it enabled the researcher to obtain quantitative data on students’ perceptions, behaviours, and experiences regarding digital entrepreneurship. The population comprised 4,754 regular students of the School of Information and Communication Technology (SICT), Auchi Polytechnic for the 2024/2025 academic session. Using Taro Yamane’s formula, a sample size of 400 respondents was determined. Questionnaire served as the primary instrument for data collection. Out of the 400 copies distributed, 340 were successfully completed and returned, representing an 85% response rate. Data collected were analysed using frequency tables and simple percentages. Findings revealed that students are highly exposed to new media platforms, particularly WhatsApp and Facebook, which are extensively utilised for business communication, marketing, and customer engagement. The study further established that new media enhances entrepreneurial skills such as opportunity recognition, creativity, and innovation while serving as a cost-effective tool for product promotion and sales. However, challenges including high data costs, limited digital marketing skills, cybersecurity risks, and online competition were identified as constraints affecting optimal utilisation. The study concludes that new media significantly promotes student entrepreneurship development but requires institutional support, improved digital infrastructure, and enhanced digital literacy programmes for sustainable outcomes.