UVOH BLESSING AKPESIRI

Social media has emerged as one of the most transformative forces shaping the landscape of entrepreneurship in the contemporary digital economy. Between 1997 and 2024, the rapid evolution of internet-based platforms such as Facebook, Instagram, X (formerly Twitter), LinkedIn, YouTube, and TikTok has redefined how businesses are created, managed, marketed, and scaled globally. This study examines the relationship between social media and digital entrepreneurship over this period, with emphasis on how digital platforms have influenced entrepreneurial development, business innovation, customer engagement, and market expansion. The study adopts a qualitative research approach, relying on secondary sources such as scholarly journals, textbooks, policy reports, and credible online publications. It traces the historical development of social media from early online networking systems to modern algorithm-driven platforms that support real-time communication, targeted advertising, and data-driven decision-making. The research explores how entrepreneurs leverage social media tools for branding, digital marketing, product promotion, customer relationship management, and e-commerce transactions. Findings from the study indicate that social media has significantly lowered the barriers to entry for entrepreneurship by reducing startup and marketing costs while increasing access to global audiences. It has also enhanced innovation by enabling entrepreneurs to test ideas quickly, gather feedback, and adapt to market demands in real time. However, the study also identifies key challenges such as cyber insecurity, online fraud, misinformation, algorithm dependency, and intense market competition, which may hinder sustainable business growth. The study concludes that social media is a critical driver of digital entrepreneurship in the 21st century, reshaping traditional business models and creating new economic opportunities. It recommends that entrepreneurs develop digital literacy skills, adopt strategic online engagement practices, and implement cybersecurity measures to maximize the benefits of social media while minimizing its risks.