Social capital and engagement in Nigerian small business marketing

Imaobong James
This study explores social capital and engagement in Nigerian small business marketing. It examines how Nigerian small business owner-managers develop and use social capital in the network of relationships to overcome marketing constraints. Social capital can be viewed as a marketing asset available in network relationships. The process perspective of social capital enables understanding of the formation and use of social resources in networks. Social resources in networks are accessed through relationships built on trust...
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