Social Media Marketing and the Performance of SMEs: A Study of Ikeja LGA, Lagos State, Nigeria

Fadeyi, Olatunji and Peter, Fred and Asiyanbola, Temitope A and Adebayo, Adeola and Olotu, Remilekun C and Olugbemi, Adesanjo M Social Media Marketing and the Performance of SMEs: A Study of Ikeja LGA, Lagos State, Nigeria. Ilorin Journal of Human Resource Management (IJHRM).

Text article 3.pdf Download (0B)

Abstract

Social media platforms' rapid expansion has changed the marketing scene by giving small and medium-sized businesses (SMEs) new ways to connect and interact with consumers. Nevertheless, little is known about how social media marketing strategy affects SMEs' success in Lagos State, Nigeria. As a result, this study assessed the effect of social media marketing strategy on the performance of small and medium-sized businesses (SMEs). A survey was conducted on 379 workers from 15 selected SMEs located in Computer Village, Ikeja, Lagos State who use social media marketing. The study adopted survey design and data were obtained with the aid of a structured questionnaire. A multistage sampling technique was utilized in this study. The developed hypotheses for the study were tested using regression analysis via the Statistic for Social Science (SSPS) software package Version 25. This study found that content quality and budget allocation had a positive and significant impact on the performance of SMEs in Ikeja Local Government Area, Lagos. This research recommends that SME owners maintain active social media profiles with pertinent content to maximize social media's potential as a promotional tool. Also, managers of small and medium-sized businesses should allocate more resources to social media advertising in order to grow their clientele, revenue, and profitability

Actions (login required)

View Item