International Journal of Sub-Saharan African Research (IJSSAR)

Background: Enugu state and indeed different states in Nigeria have over the years been plagued by economic challenges. The global economic recession has also contributed to this menace by exacerbating and proliferating the hardship experienced by these states. The case of Enugu State and indeed Nsukka Local Government Area has not been different. Efforts by successive administrations have done little or nothing in ameliorating the situation, hence, the need for entrepreneurship communication.
Objective: This study investigated entrepreneurship communication in economic development of Nsukka Local Government Area of Enugu State.
Method: Content analytical study was adopted through library research of secondary data as the research design for this study and the instrument of data collection included existing literatures, documents, books, journals, or other sources available in libraries. The authors used Thematic data analysis to analyse results. The study made use framing and two step flow theories as theoritical underpinning of the work.
Result: The study revealed that entrepreneurship communication is key to societal economic development. It also discovered that the media have key role in entrepreneurship communication advocacy.
Conclusion: The study concludes that to unlock the full potential of entrepreneurship in Nsukka, there is a pressing need for increased investment in communication-driven ventures, stronger advocacy efforts, and greater collaboration among key stakeholders. By addressing these challenges, Nsukka can create a more vibrant entrepreneurial ecosystem that drives sustainable economic development.
Unique Contribution: This study provides insights into the relationship between entrepreneurial communication and economic development in Nsukka Local Government Area. By focusing on how effective communication influences entrepreneurial success, this study provides practical insights for business owners, policy makers and development agencies by identifying barriers and opportunities for entrepreneurs, offering recommendations to foster sustainable growth in the region. Key Recommendations: The local government should create enabling environment for entrepreneurship communication through her policies and programmes. For instance, ferocious campaign in form of workshops, seminars should be carried out to aid awareness creation on the need for entrepreneurial mindset and actions especially among the youth. The media should give enough reportage and coverage to entrepreneurship communication and ventures that brings about development. Also, the government should collaborate with private institutions and financial organizations to provide accessible funding for startups and small businesses in terms of grants, microfinance schemes and low-interest loans. In addition, the local authority should establish regular town hall meetings where opinion leaders can engage with local entrepreneurs, share business opportunities, and address peculiar challenges.