Effect of Social Media Usage and Demographic Characteristics on Creativity among Women Entrepreneurs in Anambra State

Entrepreneurs adopts technology to enhance their business operations. Social media has facilitated the creation of virtual customer environment where entrepreneurs with similar interest interact with one another and with their numerous customers via the internet. This study examined the effects of social media usage on women entrepreneur creativity in five selected towns in Anambra state, Nigeria. Multiple cross- sectional design was adopted for the study. The population of the study is 695 and sample size is 134. Random sampling technique was adopted for the study Instrument of questionnaire was used for data collection. Regression analysis was used to analyze the data. It was found that the use of Facebook, YouTube and instagram by women entrepreneurs have enhanced product / service creativity of women entrepreneurs in Anambra state, Nigeria. Also, WhatsApp (wap) has a positive effect on creativity but it is statistically insignificant at 5% significant level. Age and educational qualification have negative effect on creativity among women entrepreneurs that uses social media in the study area. Age is statistically significant at 5% significant level. Educational qualification of women entrepreneurs in the study area showed that educational qualification is statistically insignificant at 5% significant level. Marital status has a positive effect on creativity among women entrepreneurs in the study area, though, it is statistically insignificant at 5% significant level. We recommend that Entrepreneurs should take advantage of Facebook, YouTube and Instagram to improve their business creativity so that their products and services can compete favorably at both local and international market.