MARKETING STRATEGIES, STUDENT ENGAGEMENT AND BUSINESS PERFORMANCE AMONG STUDENT ENTREPRENEURS IN UNIVERSITY OF LAGOS

Abstract

Student entrepreneurs play a significant role in strengthening the university entrepreneurship ecosystem; however, empirical evidence on the strategies they employ to grow their ventures remains limited. This study investigates the relationship between innovative marketing strategies, student entrepreneurial engagement, and business performance among student entrepreneurs at the University of Lagos, Nigeria, while examining gender-based differences in marketing adoption. Quantitative data were collected through structured questionnaires from 181 student entrepreneurs while Qualitative insights were obtained through WhatsApp interviews with ten respondents. Data were analysed using descriptive statistics, Pearson correlation, and multiple regression analysis with SPSS (version 30), while qualitative responses were thematically analysed. Results showed that social media promotion (M = 4.21), branding (M = 3.37), and promotional offers (M = 3.48) were the most frequently adopted innovative marketing strategies, reflecting students’ reliance on low-cost digital marketing tools. Gender differences were also observed: female entrepreneurs prioritised social media, packaging, and relational marketing, whereas male entrepreneurs focused on analytical and problem-solving approaches. The study concludes that innovative marketing and active entrepreneurial engagement are critical for student business success. It recommends that universities strengthen digital marketing education, experiential entrepreneurship programmes, and gender-responsive training to enhance the performance and sustainability of student-led enterprises.