The African Wax Print Business Success through "M-Commerce" in Nigeria 

Wax prints have been major cultural outfits used in several African countries. Most of these products are imported rather than locally produced, making them more expensive. Technological strategies have been used outside the African continent to harness the business potential of these wax prints and their social implication, particularly in an African set-up. This study investigated the implications of m-commerce on the business success of African wax prints. This investigation focused on technological modernisation, consumer demands and network chain, and how these factors influence business success of African wax prints. A quantitative survey was conducted on a sample size of 384 randomly selected respondents with a minimum of two years' experience on the trade of the wax prints in Nigeria, 87.5% response rates accounting for 336 responses. Results revealed that technological modernisation, consumer demands and network chains positively influenced the business success. The study revealed the positive impact of m-commerce on business growth of African wax prints in Nigeria. Thus, there is a quest for differentiated stakeholders to collaborate and create a friendly mobile platform that enhances consumers' experience and the ease of promoting the business success of African wax prints.