THE INFLUENCE OF SOCIAL MEDIA MARKETING ON SMALL BUSINESS PERFORMANCE IN LAGOS, NIGERIA

Abstract:

This study assessed the impact of social media marketing on small businesses in Lagos, Nigeria, with a focus on brand awareness, customer engagement, and sales growth. Using a mixed-methods approach, the research gathered survey data from 384 small business owners and conducted interviews with 30 key informants. Quantitative data were analyzed using regression models, while qualitative insights were examined through thematic analysis. Findings revealed that social media significantly boosts business growth, but challenges persist, such as inconsistent metrics for measuring success and the need for more localized strategies. The study recommends developing standardized metrics and creating tailored social media marketing approaches to address the unique business environment in Lagos. By tackling these challenges, this research provides valuable insights for small business owners and marketers aiming to optimize their social media strategies in similar contexts.

Click on the Link below to read full article:
THE INFLUENCE OF SOCIAL MEDIA MARKETING ON SMALL BUSINESS PERFORMANCE IN LAGOS, NIGERIA

#Article #Ballsbridge #Socialmedia #marketing #business #lagos