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Achieving Survival of Social Enterprise Through Entrepreneurial Marketing: An Empirical Analysis of Nigeria

Cosmas Anayochukwu NWANKWO

Cosmas Anayochukwu NWANKWO

University of KwaZulu NatalDurban, SOUTH AFRICA
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NWANKWO, Cosmas Anayochukwu
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MacDonald Isaac KANYANGALE

MacDonald Isaac KANYANGALE

University of KwaZulu NatalDurban, SOUTH AFRICA
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KANYANGALE, MacDonald Isaac
  
18. Nov. 2024
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Online veröffentlicht: 18. Nov. 2024
Seitenbereich: 259 - 272
DOI: https://doi.org/10.2478/fman-2024-0016
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© 2024 Cosmas Anayochukwu NWANKWO et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1.

Structural model illustrating the effects of entrepreneurial marketing (EM) on survival of social enterprises (SEs) in Nigeria (Source: IBM AMOS version 27) Note: CMIN/DF = 1.719, GFI = 0.887, AGFI = 0.935, NFI = 0.917, IFI = 0.922, Tucker–Lewis index (TLI)= 0.915, CFI = 0.931, RMSEA = 0.049, chi-square = 538.321, DF = 143, P = 0.000
Structural model illustrating the effects of entrepreneurial marketing (EM) on survival of social enterprises (SEs) in Nigeria (Source: IBM AMOS version 27) Note: CMIN/DF = 1.719, GFI = 0.887, AGFI = 0.935, NFI = 0.917, IFI = 0.922, Tucker–Lewis index (TLI)= 0.915, CFI = 0.931, RMSEA = 0.049, chi-square = 538.321, DF = 143, P = 0.000

Exploratory factor analysis on the measurement of EM (Source: IBM SPSS version 27)

Item Mean SD Factor loading Item total correlation
EMFactor 1
Innovativeness 3.57 0.953 0.725 0.642
Alliance 3.21 0.719 0.711 0.648
Proactiveness 4.72 0.831 0.693 0.572
Resources leveraging 3.10 1.041 0.661 0.458
Value creation 3.78 1.237 0.604 0.695
Calculated risk-taking 4.66 1.630 0.598 0.519
Customer intensity 5.95 2.014 0.572 0.418
Market sensing 4.18 1.212 0.551 0.506

Selected AMOS text output on standardised regression weights (Source: IBM AMOS version 27)

Estimate
SEs <--- Innovativeness 0.882
SEs <--- Proactiveness 0.924
SEs <--- Calculated risk-taking 0.812
SEs <--- Resources leveraging 0.781
SEs <--- Customer intensity 0.490
SEs <--- Value creation 0.830
SEs <--- Alliance 0.631
SEs ---> Market sensing 0.343
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