Impact of Social Media Marketing on the Performance of Young Entrepreneurs in SMEs

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Authors: Abubakar K., Alkali A. U., Abubakar A.M.

Abstract

The study examines the impact of social media marketing on the performance of young entrepreneurs in Small and Medium Enterprises in Adamawa Central Senatorial District, Adamawa State of Nigeria. The following are the objectives of the study: to examine the relationship between social media marketing and small and medium entrepreneurs in Adamawa Central, Adamawa State. The research employed a descriptive survey design. 350 questionnaires were returned out of 400 from SMEs managers/owners within Adamawa Central, in Adamawa State. Statistical Package for Social Sciences (SPSS) version 22 was used to analyze descriptive data using multiple regression. Small and Medium Entrepreneurs (SMEs), through social media, should establish their weaknesses and strengths on how to enhance their performance. Microfinance institutions should encourage them by giving loans to market their products or services using social media marketing platforms. It also suggested that young and other entrepreneurs should be trained by the government and other stakeholders on how to use social media in marketing their products and services.

Keywords: Creativity, Entrepreneurship performance, SMEs, Social Media, Adamawa state

2024-NIJAF-16-106 Abubakar et al..pdf

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