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What is Social Bricoleurs

Chapter 12
Handbook of Research on Value Creation for Small and Micro Social Enterprises
Small social entrepreneurs who use innovative strategies to overcome limitations.
Published in Chapter:
Small Social Enterprises and Online Advertising: Overview of Constraints in Some Selected Cities in Nigeria
Umefien Dakoru Epepe (National Institute for Nigerian Languages, Nigeria)
Copyright: © 2019 |Pages: 25
DOI: 10.4018/978-1-5225-6298-6.ch012
Abstract
This chapter provides an overview of constraints of online advertising amongst small social enterprises in selected capital cities in Nigeria. The E-VALUE model and social bricolage theory provide theoretical background for developing a conceptual model of electronic social value (E-SOVAL). A survey of 120 social bricoleurs ascertained constrains and value creation opportunities of advertising on Facebook and Google AdWords. Descriptive statistics reveal important infrastructural, institutional, environmental, and experiential online advertising constraints. At significance level (p < 0.05), the t-statistic coefficients independently indicate a strong positive relationship between client relationship, visibility, and internet experience. The chapter recommends that for small social enterprises to create E-SOVAL in innovative ways there is the need to overcome identified constraints.
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