Assessment of the Impact of Social Media on Small and Medium Enterprises (SMEs) in Damaturu, Yobe State, Nigeria

Abstract

This study assessed the impact of social media on small and medium enterprises (SMEs) in Damaturu, Yobe State,
Nigeria. Small and medium enterprises are widely recognized as significant contributors to the economic
development of any nation. In today's digital era, social media has emerged as a powerful communication and
interaction tool, not only for individuals but also for businesses. Businesses are increasingly leveraging social
media as a marketing tool to connect with their target customers, and Nigeria is experiencing a rapid growth in
social media usage. With people interconnected on a global scale, online interactions have become integral to daily
life. For instance, a simple action like "Liking" a product on Facebook can quickly gain viral traction across various
social media platforms. Consumer trust in recommendations from acquaintances often surpasses that of traditional
advertising methods like glossy magazine ads. Many individuals now prefer to discover products and services
through social media channels, such as viewing product reviews on YouTube, which are then shared across multiple
social media platforms. The research used questionnaire as instrument to collect data. The questionnaire was
designed using five (5) point likert scale that ranged from Strongly Agreed (SA) = 5 points, Agreed (A) = 4 points,
Undecided (UD) = 3 points, Disagree (D) = 2 points and Strongly Disagree (SD) = 1 points. Fifty (50)
questionnaires were distributed for data collection from the population. Finally, the data collected were analysed
using the Social Package for Statistical science (SPSS) software. The result of the findings reveals that social media
also leads to high profitability of small and medium scale enterprises. Critically, the positive association found in
social media and SMEs profitability is a clear indication that customers after sales services, complains, sales etc
can be offered online without physical contact of both business and the customers. Finally, the study proffers these
recommendations and among others that; All business should transfer their services and product awareness to
online through the use of social media platforms, which is seen to be the cheapest and the fastest means of gaining
access to global market. Looking at the brand control issue, organization should improve their product and service
quality and online customer care service should be develop to control value proposition which will cause customers
to recommend their services online to others.