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The Use of Media Campaigns for The Survival of Micro, Small and Medium Scale Enterprises in North-Eastern Nigeria
Subject area: Arts, Social Sciences and Humanities · Area of research: Communication and Management
Abstract
Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Nigeria?s economy, yet their survival is continually threatened by poor financial decision-making and low levels of financial literacy. In response, media campaigns have increasingly been deployed to disseminate financial education through various channels, including radio, television, social media, and mobile platforms. This study investigates how media campaigns on financial literacy influence the survival and sustainability of MSMEs in Nigeria. Guided by the Diffusion of Innovations Theory and the Elaboration Likelihood Model, the study adopts a quantitative cross-sectional survey design, collecting data from 374 MSME operators across Bauchi, Gombe, and Taraba states. Descriptive and inferential analyses?including Pearson correlation and multiple regression?were conducted using SPSS. The findings reveals that MSME operators predominantly access financial literacy through WhatsApp, radio, and SMS. Engagement with media content significantly improves budgeting, cash flow management, and use of formal financial services. Regression analysis confirms that both media engagement (? = 0.354) and financial literacy acquisition (? = 0.427) are significant predictors of MSME survival. The study concludes that well-targeted and engaging media campaigns can drive meaningful financial behavior change and enhance enterprise resilience. Based on these insights, the study recommends the development of localized media content, greater interactivity in campaign design, cross-sectoral collaboration, digital inclusion strategies, and structured monitoring and evaluation frameworks.
Keywords
Financial Literacy, Media Campaigns, MSMEs, Business Survival, Nigeria
How to cite this paper
@article{1709876,
author = {Ibe Emily Ogadimma, Ajayi David Oluwatoyosi, Jabi Nassah Jessu},
title = {The Use of Media Campaigns for The Survival of Micro, Small and Medium Scale Enterprises in North-Eastern Nigeria},
journal = {Iconic Research And Engineering Journals},
year = {2025},
volume = {9},
number = {1},
pages = {1372-1382},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1709876.pdf},
abstract = {Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Nigeria?s economy, yet their survival is continually threatened by poor financial decision-making and low levels of financial literacy. In response, media campaigns have increasingly been deployed to disseminate financial education through various channels, including radio, television, social media, and mobile platforms. This study investigates how media campaigns on financial literacy influence the survival and sustainability of MSMEs in Nigeria. Guided by the Diffusion of Innovations Theory and the Elaboration Likelihood Model, the study adopts a quantitative cross-sectional survey design, collecting data from 374 MSME operators across Bauchi, Gombe, and Taraba states. Descriptive and inferential analyses?including Pearson correlation and multiple regression?were conducted using SPSS. The findings reveals that MSME operators predominantly access financial literacy through WhatsApp, radio, and SMS. Engagement with media content significantly improves budgeting, cash flow management, and use of formal financial services. Regression analysis confirms that both media engagement (? = 0.354) and financial literacy acquisition (? = 0.427) are significant predictors of MSME survival. The study concludes that well-targeted and engaging media campaigns can drive meaningful financial behavior change and enhance enterprise resilience. Based on these insights, the study recommends the development of localized media content, greater interactivity in campaign design, cross-sectoral collaboration, digital inclusion strategies, and structured monitoring and evaluation frameworks.},
keywords = {Financial Literacy, Media Campaigns, MSMEs, Business Survival, Nigeria},
month = {July},
}