ENTREPRENEURIAL OPPORTUNITY RECORGNITION AND FINTECH MARKETING IMPACT ASSESSMENT IN SOUTH/SOUTH, NIGERIA

Abstract

This study examined the relationship between entrepreneurial opportunity recognition and marketing impact assessment in fintech firms in South/South Nigeria. The study was anchored on opportunity-based theory and resource-based view, emphasizing the strategic role of opportunity recognition in enhancing firm-level marketing outcomes. A descriptive survey research design wasadopted, and data were collected from 360 managerial staff across 36 registered fintech firms
using a structured questionnaire. Data were analyzed using descriptive statistics and inferential correlation techniques via SPSS version 22.0. Findings revealed that entrepreneurial opportunity recognition has a significant positive relationship with market share growth, sales growth, and customer retention. Specifically, firms that actively identify and exploit emerging market opportunities demonstrate stronger market penetration, increased sales performance, and improved customer loyalty. The study concludes that opportunity recognition is a critical strategic capability that enhances marketing impact within the fintech sector. The study recommends that fintech firms should strengthen their opportunity sensing capabilities, invest in innovation-driven
marketing strategies, and deepen customer-focused relationship practices to sustain competitive advantage and long-term growth in dynamic digital markets.