Linguistic Vitality of Igbo in Digital Business Communication
- Post by: airjournals
- December 20, 2025
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Davidson U. Mbagwu1 & Ebele A. Nwafor2
Abstract
The observation that indigenous languages in Nigeria are much less functional in formal and digital domains is the key factor of this study. The Igbo language is one the major indigenous languages in Nigeria and by its status is expected to be functional in the digital space. By this consideration, this study examines how Igbo-speaking entrepreneurs in Enugu Metropolis use the Igbo language in online business communication and the issues that associate with this use. Semi-structured interviews have been used to obtain data from fifteen purposively selected Igbo-speaking digital entrepreneurs in the Holy Ghost business district of Enugu. The data are thematically analysed using the Linguistic Vitality Theory, which highlights the roles of institutional support, language status, and demographic strength in sustaining linguistic vitality. The findings indicate that the entrepreneurs use Igbo creatively to project authenticity, cultural pride, and brand identity, demonstrating strong symbolic vitality but weak functional and institutional reinforcement. Also, the language enhances customer loyalty, cultural connection, and brand differentiation; however, its broader adoption is constrained by limited digital infrastructure, declining youth proficiency, and sociolinguistic attitudes that place more prestigious English for wider market reach. The study recommends the development of inclusive digital language technologies, integration of Igbo digital literacy into entrepreneurship education, and strengthened institutional support to promote cultural sustainability and enhance the visibility of indigenous languages within Nigeria’s digital economy.
Keywords: Cultural Sustainability; Digital Entrepreneurship; Enugu Metropolis; Igbo Language; Indigenous Language; Linguistic Vitality Theory