The Impact of Social Media on the Growth and Sustainability of Small Businesses in Northeastern Nigeria

Abstract

This study investigates the impact of social media on the growth and sustainability of small businesses in northeastern Nigeria. The study explores how platforms such as Facebook, WhatsApp, Instagram, TikTok, and X (formerly Twitter) influence business growth indicators—sales, customer engagement, brand visibility—and sustainability factors such as innovation and adaptability. A descriptive survey design was adopted, and data were collected from 372 small business owners across four states: Borno, Adamawa, Bauchi, and Gombe. Descriptive and inferential statistics (correlation and regression analyses) were employed. The results revealed that social media significantly impacts business growth (r = 0.72, p < 0.05) and sustainability (R² = 0.46, p < 0.05). However, major challenges include poor internet connectivity, high data costs, and limited digital marketing skills. The study concludes that social media is a vital strategic tool for enhancing the competitiveness and longevity of small enterprises in the region. It recommends that policymakers and development agencies improve digital infrastructure and literacy to foster inclusive entrepreneurial growth.