Influence of social media on SMES marketing performance evidence from Bodija, Ibadan north local government OYO state

Tosin P. Adeyemo

doi:10.58881/jcmts.v4i2.348

Authors

Tosin P. Adeyemo Tourism and Development Programme, Sustainability Studies, University of Ibadan

DOI:

https://doi.org/10.58881/jcmts.v4i2.348

Keywords:

social media, Marketing, SMEs, Advertising

Abstract

The present study investigated the marketing strategies of SMEs in Bodija, Ibadan-North Local Government Area, Oyo State, with a specific focus on their engagement with social media platforms. It examined their perceptions of these platforms, the effects of social media on their marketing outcomes, and the obstacles they face in leveraging social media for business promotion. Additionally, the research analyzed the correlation between the level of social media engagement and marketing practices, and whether the socio-demographic profiles of SME owners in the studied area played a role in their social media marketing adoption. The research outcomes further indicated several significant challenges that hinder SMEs from effectively utilizing social media for marketing and business promotion. These challenges comprised the loss of social media accounts, the unreliability and inconsistency of network service providers, and the substantial time investment needed to build a social media audience that converts into customer support. The study recommends that SMEs pursue digital marketing training and partner with professionals to mitigate these obstacles. Despite the possible advantages of social media for SME marketing, it is crucial to address these constraints to maximize the effectiveness of social media platforms and enhance business promotion.

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