International records / OpenAlex research

Effect of Social Media Usage on the Performance of Micro and Small-Scale Enterprises in Lagos State, Nigeria

Social media has rapidly transformed how micro and small enterprises (MSEs) engage customers and access markets, yet many MSEs in Lagos State continue to struggle with leveraging these platforms effectively for business growth. This study therefore examined the effect of social media usage on the performance of MSEs in Lagos State, Nigeria, responding to the need for empirical clarity on how different platform types shape revenue growth. The objective was to assess the combined effect of social media, involving visual-centric, professional networking, real-time engagement, and community-driven…