Influence Of Social Media Monetization in Promoting Entrepreneurial Communication Through Content Creation Among Undergraduates in Anambra State

Abstract

Social media has evolved into a crucial tool for modern entrepreneurship, providing undergraduates with opportunities to monetize content creation and strengthen their entrepreneurial communication skills. This study investigated the influence of social media monetization on entrepreneurial communication among undergraduates in Anambra State. The specific objectives were to: evaluate students’ awareness of monetization opportunities; identify the most commonly used platforms for monetizable content creation; analyze how monetization activities influence the development of entrepreneurial skills; examine barriers encountered in the
monetization process; and assess the economic benefits derived from monetization. A crosssectional survey design was employed, and data were collected using a structured questionnaire administered to 400  undergraduates selected from Nnamdi Azikiwe University, Federal Polytechnic Oko, and Federal College of Education (Technical), Umunze. Findings revealed a high level of awareness of monetization opportunities, with Instagram and YouTube identified as the most frequently used platforms for revenue-driven content creation. The results further indicated that engaging in monetization activities significantly enhances entrepreneurial communication skills, although challenges such as limited knowledge and high competition persist. Based on these findings, recommendations were made to strengthen digital skill development initiatives and provide institutional support systems for student content creators.