Online Sales Strategies and Social Media Promotions in Improving the Competitive Advantages of Small and Medium Businesses in the Digital Space

Ogbemudia Peter Michael () and Mofoluwake Folasayo Ayo ()
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Ogbemudia Peter Michael: Elizade University, Department of Mass Communication
Mofoluwake Folasayo Ayo: Elizade University, Department of Economics

A chapter in Economic Transformation in Sub-Saharan Africa, Volume I, 2026, pp 55-84 from Springer

Abstract: Abstract The contemporary digital and online space is rife with varying products and services competing for the attention of customers and patrons all around the world. Social media and other digital platforms offer plethora avenues for businesses to thrive and build brand visibilities, as well as provide various opportunities to increase sales and brand loyalty. The mainstream businesses and big firms have come to terms with online digital sales promotions and online advertising revenues have continues to soar globally. In this instance, small and medium businesses across the world are beginning to see the upsides of internet-based and other electronic channels. The big questions now centre around how these small firms and businesses will continue to glean customer patronage and become visible amidst the ocean of strongly optimised, highly intrusive, and strategically placed social media promotions from big giants and big corporations with fat budget for social media advertising and online sales promotions. Since the digital space respects no brand status or size; providing level playing ground for all businesses at the same time, without minding if smaller businesses drown in the ocean of immersive paid online campaigns. The essence of this work is to discuss effective online sales strategies and social media promotions that can put small and medium businesses at a pole position to thrive and compete optimally amidst the aggressive marketing forces from big brands, through the utilization of innovative approaches that provide opportunities for the survival and growth of SMEs in developing nations.

Keywords: Innovation; Economic growth; Online sales; Sales promotion strategies; SMEs; Social media (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-3-031-77821-6_3

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