Research Article

Effect of Social Media Marketing on the Performance of Small and Medium Enterprises in Maiduguri Metropolis, Borno State Nigeria

Tawa Suleiman Tijjani1*, Abdulrazaq Suleiman Ibrahim1, Haruna Tijjani Haruna2
1 Department of Business Administration, Faculty of Management Sciences, University of Maiduguri, Borno State, Nigeria.
2 Department of Business Administration, Federal University Gashuwa, Yobe State, Nigeria.
* Corresponding author: tawa.tijjani@gmail.com
Published: Sep, 2023
DOI: 10.67894/bbr.2023.nrza50lg
Pages: 336-350
Views: 14
Downloads: 4

Abstract

This study examined the effect of social media marketing on the success of selected small and medium-sized enterprises (SMEs) in the North-East region of Nigeria using a descriptive survey approach. Small and medium-sized enterprises that are officially registered in North East Nigeria SME offices made up the study population. The sample size of 137 business owners who were operating for more than 3 years were selected for the study. The sample was determined using Krejcie and Morgan (1970) formula for determining sample size for categorical data and selected from the population using stratified random strategy following both descriptive and inferential statistics. SPSS 24 and and multiple linear regression were applied to the data set for analysis.The data analysis showed a positive relationship between social media marketing and SMEs performance in the Northeast of Nigeria. Also, the study found that SMEs in Northeast Nigeria saw a significant increase in performance after implementing social media marketing strategies, and it is recommended that SMEs owners should ensure and endeavor to share instant update to customers, as they stand to benefit from increased patronage and loyalty from customers as well as realize a wide coverage of business spread in their business. 

Keywords

Performance; SMEs; Social media marketing; Facebook WhatsApp Nigeria.

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How to Cite

Tijjani, T. S., Ibrahim, A. S., & Haruna, H. T. (2023). Effect of Social Media Marketing on the Performance of Small and Medium Enterprises in Maiduguri Metropolis, Borno State Nigeria. Bayero Business Review, 7(1), 336-350. https://doi.org/10.67894/bbr.2023.nrza50lg

T. S. Tijjani, A. S. Ibrahim, and H. T. Haruna, "Effect of Social Media Marketing on the Performance of Small and Medium Enterprises in Maiduguri Metropolis, Borno State Nigeria," Bayero Business Review, vol. 7, no. 1, pp. 336-350, September 2023. doi: 10.67894/bbr.2023.nrza50lg

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