MAMODU, CHRISTIAN AMANA and Covenant University, Theses (2020) SOCIAL MEDIA UTILIZATION AND PERFORMANCE OF SELECTED SMALL AND MEDIUM SCALE ENTERPRISES IN LAGOS STATE NIGERIA. Masters thesis, COVENANT UNIVERSITY.
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Abstract
Social Media has become a part of our existence. Individuals and organizations are taking advantage of the various socials networks to connect, receive information and transact business with one another. Small and Medium Scale Enterprises (SMEs) can also leverage on social media to talk about their products and services. The purpose of this research therefore, is to look into how some of the features of social media can help the performance of the selected SMEs. The research hypotheses are, social media lead generation has no significant effects on sales turnover, there is no significant between social media marketing and productivity, customer review network has no significant effects on customer satisfaction, research and networking on social media has no significant effect on business efficiency and online presence has no significant effect on employee retention. The study adopted both quantitative and qualitative approaches. The primary data were collected with the aid of a well-structured questionnaires that were administered to the selected SMEs in the Ikeja environs of Lagos State, and the qualitative approach was through in-depth interviews. The data that were collected were analysed through descriptive inferential statistics using the statistical package for social science SPSS. The findings of these study indicated that there were some strong and weak relationship between the independent variables and the dependent variables at a significant level less than 0.05 and others above it. Lead generation and sales turnover has 0.113 a weak positive relationship between the two variables, social media marketing and productivity has the regression coefficient to be at 0.266 and its p-value at 0.002. A weak but positive relationship exist at 0.088 between customer review networks and customer satisfaction. Research and Networking has the regression coefficient to be at 0.458 and its pvalue at 0.000., online presence and employee retention at the p-value (0.000) less than 0.05. The study also found out, that social media pulls customers to business, and make the business known worldwide. Social media marketing has a positive effect on business productivity, social media customer service can foster referrals. The challenges that social media users face were spotted and how to resolved the challenges. The study recommends that business owners should have a social media accounts, do social media marketing, constantly research and network online, stay active on social and have a budget for their social media engagement.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Social media, SMEs, Business performance, Social media marketing (Facebook,Twitter and Instagram). |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Mrs Hannah Akinwumi |
| Date Deposited: | 13 Oct 2020 21:10 |
| Last Modified: | 13 Oct 2020 21:10 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/13655 |
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