Harnessing the sustainable competitive advantage of social motivation in the informal market: A West African society insight

The existence of informal entrepreneurship is alleged to curb hardships related to unemployment. This has been the case of Nigerian youths at getting needs met but a dire exists when related to the African cultural heritage of value and goals. The study examines social motivations of informal entrepreneurs and their implications for business performance in selected electronics markets with the engagement of sustainable competitive advantage in southwest of Nigeria. Causal research design was deemed appropriate. The survey design was integrated to describe the present trend in the informal electronic market. The need to obtain subjective opinion of the respondents and draw an accurate assessment of the entire population via the studied sample calls for the adoption of the descriptive survey research design. Using linear regression, it was revealed that social motivation has a statistical significance in predicting sustainable competitive advantage recording the beta value of (beta = 0.389 with t-val (9.822) higher than 1.96, sig.000 p < .05). The study reflected that social motivation makes a strong contribution to explaining sustainable competitive advantage in the informal market.