IDEAS home Printed from https://ideas.repec.org/a/air/journl/v8y2021i12p934.html

Social Media Driven Marketing and Performance of Micro, Small and Medium Scale Enterprises in Akwa Ibom State, Nigeria

Author

Listed:
  • Sunday Ewah
  • , Samuel Etuk
  • Clement Eke
  • Nfawa Usani

Abstract

The researchers looked at the link between social media driven marketing and marketing performance of micro, small and medium-sized enterprises in Nigeria's Akwa Ibom State. The study arose from a knowledge gap in the area of social media driven platforms and marketing performance of Micro, Small and Medium Scale Enterprises in Akwa Ibom State. The main goal of this research was to investigate the link between social media marketing and marketing performance of micro, small, and medium-sized enterprises in Akwa Ibom State. The researchers used survey design. A structured questionnaire rated on a five point Likert scale was used to gather data. A total of 366 MSMEs operators were chosen using simple random sampling. Simple Linear Regression was used to test and analyze two hypotheses. In Akwa Ibom State, it was discovered that there is a significant positive relationship between the two dimensions of social media marketing and marketing performance of MSMEs, with the Instagram page having highest regression.

Suggested Citation

Handle: RePEc:air:journl:v:8:y:2021:i:12:p:934
DOI: 10.5281/zenodo.6408534
as

Download full text from publisher

File URL: https://www.ijmae.com/article_147180_bd0043588daf4fc8f64b03b8be3a39c2.pdf
Download Restriction: no
File URL: https://libkey.io/10.5281/zenodo.6408534?utm_source=ideas
LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
---><---

More about this item

Keywords

;
;
;
;

Statistics

Access and download statistics

Corrections

All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:air:journl:v:8:y:2021:i:12:p:934. See general information about how to correct material in RePEc.

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

We have no bibliographic references for this item. You can help adding them by using this form .

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Behzad Hassannezhad Kashani (email available below). General contact details of provider: https://www.ijmae.com/ .

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.