International records / OpenAlex research

Content Creation and Micro, Small and Medium Size Enterprises (MSMEs) Performance in Owerri, South-East Nigeria

This study examined the effect of content creation strategies on the performance of micro, small and medium enterprises (MSMEs) in Nigeria, with emphasis on influencer marketing, paid advertising, community engagement, and user-generated content. The study adopted a descriptive survey research design, while data were collected through structured questionnaires administered to 217 MSME operators using Instagram, Facebook, and TikTok for business activities. Descriptive statistics and regression analysis were employed to analyse the data using Excel 2013 and EViews 10. The findings revealed that…