1. Research Title
Influence of TikTok on the Entreprenuerial Activities Among Trader in Lafenwa Market.
INDUSTRY: Academics Research.
Social media has transformed communication and business operations globally. TikTok has evolved beyond entertainment into a powerful marketing platform.
Traders increasingly use TikTok for product promotion, customer engagement, market expansion, brand visibility. Lafenwa Market traders are gradually integrating TikTok into their business activities.
ROLE: Research Analyst.
2. Research Problem
Despite the opportunities provided by TikTok:
- Many traders still rely on traditional selling methods.
- Some traders lack digital marketing skills.
- Internet connectivity remains a challenge.
- Limited research exists on TikTok's influence among traders in informal Nigerian markets.
This study seeks to bridge this knowledge gap.
3. Research Objectives
The aim of the research is to examine the influence of TikTok on entrepreneurial activities among traders in Lafenwa Market.
- Determine awareness of TikTok among traders.
- Examine how traders use TikTok for business promotion.
- Assess TikTok's impact on business growth.
- Identify challenges associated with TikTok usage.
4. My Approach
- Created and printed the research questions (questionnaire).
- Carried out Data Entry of the respondents answers into my MS Excel.
- Data cleaning and preparation.
- Exploratory Data Analysis (EDA): Created Power pivot measures, pivot tables, pivot charts.
- Insights/Data visualization.
- Conclusion.
TOOLS USED: MS Excel
5. Key Deliverables
Delivered a Excel dashboard to give insights to the survey.
6. Insights
AWARENESS & USAGE OF TIKTOK
- Awareness Rate: 97% | Usage Rate: 99%
- "47" respondents strongly agreed, and "21" respondents agreed that they know TikTok can be used to promote their products/services, while "1" respondent disagreed & "1" respondent was unsure.
- "43" respondents strongly agreed, and "25" respondents agreed that they actively use TikTok asides from other social media platform to promote their products/service, while "1" respondent disagreed & "1" respondent was unsure.
TikTok used as part of a multi-platform strategy (e.g WhatsApp, IG, Facebook), not standalone.
CUSTOMER ENGAGEMENT & BUSINESS GROWTH
- Growth Perception: 100%
- "57%" respondents strongly agreed, and "43%" agreed that TikTok has increased their customer engagement and boost their business growth. TikTok is not just a social platform, it functions as a genuine business tool.
CHALLENGE INDEX
- Challenge Index: 86%
- "35" respondents agreed, and "18" strongly agreed that lack of digital knowledge & skill limit them from utilizing TikTok for their business
while "15" responddents disagreed and "2" were unsure. Traders use TikTok at a basic level — underusing analytics, promotion tools, live selling.
- "36" respondents agreed and "24" strongly agreed that poor connectivity affect their productivity with the use of TikTok. This reflects broader infrastructure gaps in Nigerian semi-urban markets.
7. Conclusion
- TikTok has near-universal awareness/usage among Lafenwa traders.
- Strong, unanimous positive effect on customer engagement and growth.
- Main barriers are infrastructural/skills-based, not attitudinal.
- With proper digital skills training with better internet access trader will be able to unlock full potential of TikTok.