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Abu-Ubaida Sani
Abstract
The direction of business and entrepreneurship in today’s world is closely linked to the internet, and modern economic development largely depends on this digital system. This study, therefore, investigates the opportunities available to the Hausa people for engaging in online businesses. Guided by the Institutional Theory and employing Digital Ethnography as the research design, data were collected through an examination of thirty (30) Hausa websites and blogs, ninety (90) major international business platforms, and forty (40) Hausa social media spaces connected to online income generation, including WhatsApp (10), Facebook (10), YouTube (10), and TikTok (10). Supplementary interviews were conducted with selected Hausa professionals in relevant fields to deepen understanding of certain observations from the online analysis. The findings reveal numerous online business opportunities already being utilized by some Hausa individuals, such as freelancing, digital marketing, and crypto trading. The study also identifies key challenges, including poor electricity supply, unstable internet service, and government restrictions, as well as other problems like health and environmental risks associated with online activities. It concludes by recommending stronger collaboration among individuals, organizations, educational institutions, research centers, and government bodies to ensure effective and sustainable participation of the Hausa people in the expanding world of internet-based entrepreneurship.
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