Unveiling Opportunities: The Interplay of Alertness and Social Media for Entrepreneurs in South-Western Nigeria

Nigeria is enriched with entrepreneurial opportunities; however, the awareness of the maximal potential of these opportunities has been dampened by some challenges such as lack of access to funding, multiple taxes, unfavorable fiscal policies, poor policy implementation, and registration problems, which have constrained the development of entrepreneurship in Nigeria. Therefore, the issue of opportunity identification is still prevalent among  entrepreneurs in Southwestern Nigeria, as many are unable to identify opportunities in their business approach. This study uses purposive sampling and survey method to collect data from 350 entrepreneurs in South-Western Nigeria. A total number of 300 usable questionnaires were found with a response rate of 86%. However, this study examines the relationship between entrepreneurial social network, entrepreneurial self-efficacy, prior knowledge, proactive personality, entrepreneurial creativity, and opportunity identification. This study also examined if entrepreneurial alertness and social media mediate and moderate the above relationship.