International records / OpenAlex research

Effect of Social Media Marketing on Small and Medium Enterprises' Performance in Nigeria

This research investigates the impact of social media marketing on performance of SMEs in Aba, Abia State, Nigeria. This study investigates the influence of social media advertising, content marketing, and customer engagement on performance dimensions of SMEs such as sales growth, market reach, and customer retention. The research used a survey research design and data was gathered via questionnaire from a sample of 384 SME owners/managers selected using stratified random sampling. The set of quantitative analysis involved descriptive statistics, correlation analysis, and multiple regression u…