Implications of the Adoption of Social Media Platform on Marketing Strategy of Small and Medium Enterprises (SMES) Kano State in Nigeria


Authors : SALEH MUSA SA’AD; FIDELIA MSURSHIMA TILLEY-GYADO

Volume/Issue : Volume 7 - 2022, Issue 10 - October

Google Scholar : https://bit.ly/3IIfn9N

Scribd : https://bit.ly/3WQJcNv

DOI : https://doi.org/10.5281/zenodo.7312270

The purpose of this study was to investigate the impact of social media adoption on the marketing strategy of small and medium-sized firms (SMEs) in Kano State, Nigeria. A cross-sectional survey research design is used in this study. The population consisted of 1,794,358 small and medium-sized businesses, and the Taro Yamane method yielded a sample size of 401. For data gathering, a standardized questionnaire was used. Multiple regression analysis was used to analyze the data. According to the findings, the Facebook platform has a substantial impact on the marketing strategies of SMEs in Kano State. Furthermore, the findings revealed that the Twitter platform has a major impact on the marketing strategy of Kano State SMEs. On the contrary, the YouTube platform has a negligible positive impact on the marketing strategy of Kano State SMEs. The study recommends that the management of small and mediumsized enterprises (SMEs) in the state of Kano should incorporate social media platforms like Facebook and Twitter into their marketing strategies and use these platforms extensively when providing customer service, As a result, their output will be enhanced.

Keywords : Social Media, Face Book, Twitter, You Tube, Marketing Stattegy

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