Social Media Management and Performance of Small and Medium Enterprises (SMEs) in Oyo State

Aina Ebunoluwa Ibu-anu (), Adewale Olusesan Taiwo () and Oladipo Ibidokun Ibikunle ()
Additional contact information
Aina Ebunoluwa Ibu-anu: Department of Management and Accounting, Postal: Department of Management and Accounting, Lead City University, Ibadan, Nigeria,, https://www.lcu.edu.ng/index.php/lead-city-journal-of-the-social-sciences
Adewale Olusesan Taiwo: Department of Management and Accounting, Postal: Lead City University, Ibadan, Nigeria, https://www.lcu.edu.ng/index.php/lead-city-journal-of-the-social-sciences
Oladipo Ibidokun Ibikunle: Department of Management and Accounting, Postal: Lead City University, Ibadan, Nigeria, https://www.lcu.edu.ng/index.php/lead-city-journal-of-the-social-sciences

Lead City Journal of the Social Sciences (LCJSS), 2024, vol. 9, issue 1, 86-99

Abstract: This study examines the influence of social media management on the performance of Small and Medium-Sized Enterprises (SMEs) in Oyo State, Nigeria. The study employs a mixed-methods approach, combining qualitative interviews and quantitative surveys to gain comprehensive insights into the subject matter. The research is guided by theoretical frameworks exploring social media marketing, brand engagement, customer relationship management, and digital marketing performance metrics. The population comprises the SMEs with the highest numbers of registered businesses in Oyo State which has a large concentration of SMEs involved in activities across various industries from manufacturing, construction, agriculture and other sectors in Nigeria. A purposive sampling technique was used. Findings show that SMEs (social media management component (customer engagement, social interactions, customization) influence sales growth of SMEs in Southwest Nigeria (Adj R2=0.672; p=0.000, Q2 =0.450), social media management component (customer engagement, social interactions, customization) influence customer retention of SMEs in Southwest Nigeria (Adj R2=0.651; p=0.000, Q2 =0.345) and brand loyalty of SMEs (Adj R2=0.693; p=0.000, Q2 =0.345). The study thus recommends that the Owners of SMEs should create meaningful and entertaining content on their social media platforms; small business managers should interact with customers on their various social media platforms by responding to comments, posts, suggestions, and questions to retain them. Finally, it was suggested that SMEs post social media advertisements that customers can engage with to immerse, feel, identify, and engage customers with branded content to foster a dynamic relationship, increasing brand loyalty.

Keywords: Social Media Management; Small and Medium-Sized Enterprises (SMEs); Social Media Marketing; Brand Engagement; Digital Marketing (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.lcu.edu.ng/index.php/lead-city-journal-of-the-social-sciences Full text (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ris:lcjsss:0036

Access Statistics for this article

Lead City Journal of the Social Sciences (LCJSS) is currently edited by Omolara Campbell

More articles in Lead City Journal of the Social Sciences (LCJSS) from Lead City University
Bibliographic data for series maintained by Daniel Akanbi ().