IDEAS home Printed from https://ideas.repec.org/a/bjf/journl/v10y2025i11p47-56.html

Effect of Social Media Usage on the Performance of Micro and Small-Scale Enterprises in Lagos State, Nigeria

Author

Listed:
  • ADEJUMO Dauda Adegoke

    (Department of Economics, Management, Industrial Engineering and Tourism (DEGEIT) University of Aveiro, Portugal)

  • ALABI Ezekiel

    (Business Administration Department, University of Ilesa, Ilesa, Osun State)

  • OLAOYE Bosede Olubusayo

    (Department of Business Administration, Osun State Polytechnic, Iree)

Abstract

Social media has rapidly transformed how micro and small enterprises (MSEs) engage customers and access markets, yet many MSEs in Lagos State continue to struggle with leveraging these platforms effectively for business growth. This study therefore examined the effect of social media usage on the performance of MSEs in Lagos State, Nigeria, responding to the need for empirical clarity on how different platform types shape revenue growth. The objective was to assess the combined effect of social media, involving visual-centric, professional networking, real-time engagement, and community-driven platforms on MSE performance, particularly revenue growth among MSEs in the area. A descriptive survey design was adopted, and data were collected using a structured questionnaire administered to 781 respondents drawn from a population of 3,337,198 MSE owners using Taro Yamane’s formula, with reliability established through pilot testing and Cronbach’s alpha values above acceptable thresholds. Multiple regression analysis showed that all four platform dimensions significantly enhanced revenue growth, with visual-centric platforms (1.921) exerting the strongest effect, followed by professional networking (1.835), real-time engagement (1.817), and community-driven (1.763) platforms. The study concluded that social media is a critical performance-enhancing tool for MSEs, supporting revenue expansion and customer engagement across Lagos State. It recommended strategic investment in visual content creation, deeper participation in professional and community networks, and increased use of real-time platforms to strengthen responsiveness.

Suggested Citation

  • ADEJUMO Dauda Adegoke & ALABI Ezekiel & OLAOYE Bosede Olubusayo, 2025. "Effect of Social Media Usage on the Performance of Micro and Small-Scale Enterprises in Lagos State, Nigeria," International Journal of Research and Innovation in Applied Science, International Journal of Research and Innovation in Applied Science (IJRIAS), vol. 10(11), pages 47-56, November.
    • Handle: RePEc:bjf:journl:v:10:y:2025:i:11:p:47-56
    as

    Download full text from publisher

    File URL: https://rsisinternational.org/journals/ijrias/uploads/vol10-iss11-pg47-56-202511_pdf.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijrias/view/effect-of-social-media-usage-on-the-performance-of-micro-and-small-scale-enterprises-in-lagos-state-nigeria/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Papadopoulos, Thanos & Baltas, Konstantinos N. & Balta, Maria Elisavet, 2020. "The use of digital technologies by small and medium enterprises during COVID-19: Implications for theory and practice," International Journal of Information Management, Elsevier, vol. 55(C).
    2. Y. Dwivedi & E. Ismagilova & L. Hughes & J. Carlson & R. Filieri & J. Jacobson & V. Jain & H. Karjaluoto & H. Kefi & A. S. Krishen & V. Kumar & M. Rahman & R. Raman & P. Rauschnabel & J. Rowley & J. S, 2021. "Setting the future of digital and social media marketing research: Perspectives and research propositions," Post-Print hal-04713688, HAL.
    3. Dwivedi, Yogesh K. & Ismagilova, Elvira & Hughes, D. Laurie & Carlson, Jamie & Filieri, Raffaele & Jacobson, Jenna & Jain, Varsha & Karjaluoto, Heikki & Kefi, Hajer & Krishen, Anjala S. & Kumar, Vikra, 2021. "Setting the future of digital and social media marketing research: Perspectives and research propositions," International Journal of Information Management, Elsevier, vol. 59(C).
    4. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Adrien Vasseur-Tremblay & Christophe M. Elie-Dit-Cosaque, 2025. "Integrating user experience into the development of company-generated content on social media: the role of affordances [Intégration de l'expérience utilisateur dans l'élaboration des contenus générés par l'entreprise sur les médias sociaux : le rô," Post-Print hal-05320080, HAL.
    2. Abdulwahed Nasser M Alharkan & Edyta Wolny-Abouelwafa & Ashwaq Althowibi & Hana Khalid Alhumaid & Amera Alharbi & Haifa Alghamdi & Shahla Abu Zahra, 2024. "Exploring EFL Teachers’ Perspectives on the Role of Social Media for Building Trust in the Workplace," World Journal of English Language, Sciedu Press, vol. 14(6), pages 405-405, November.
    3. Benhui Ren & Rosita Binti Mohd Tajuddin & Shaliza Binti Mohd Shariff & Binyao Ning & Rosmini Omar & Jing Deng, 2025. "Social Media Influencers – Current Dynamics and Future Prospects," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(1), pages 554-567, January.
    4. Jeffrey A. Lucero, EdD, MAN, RN, LPT, SHC, FRIN & Joshua May D. Austria, MAN, RN, 2026. "Content Matters: What Type of Social Media Content Attracts Students to Nursing Programs?," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 10(26), pages 1982-1991, January.
    5. Bakeshloo, Khashayar Afshar & Agnihotri, Raj & Mohammadzadeh, Mohammad, 2025. "Metaverse and B2B marketing: untapped research opportunities," Journal of Business Research, Elsevier, vol. 200(C).
    6. Anna Granstedt, 2024. "The past, present, and future of social media marketing ethics," AMS Review, Springer;Academy of Marketing Science, vol. 14(3), pages 278-296, December.
    7. Muneeb Zafar, 2025. "Algorithmic Influence of Social Media Platforms on Public Opinion and Economic Decisions in the Digital Age," Journal of International Relations and Social Dynamics, 50sea, vol. 4(1), pages 48-59, May.
    8. Uddin, Mohiy & Siddiqui, Danish Ahmed, 2026. "How Societal and Individual Diversity Affect Brand Equity of High Versus Low Involvement Products," EconStor Preprints 341074, ZBW - Leibniz Information Centre for Economics.
    9. Jofel A. Ferolino & Bryan M. Lagrama & Melody B. Miramonte & Carl Dominic R. Sun & Marites M. Cuyos, 2026. "Facebook Advertising Features and Their Influence on Consumer Purchase Decisions Among Residents of Barangay Apopong, General Santos City," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 10(3), pages 1871-1880, March.
    10. Raghavendra Prasanna Kumar & Arindam Banerjee & Zahran Al-Salti & S. Ananda, 2024. "Technology acceptance model and customer engagement: mediating role of customer satisfaction," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 1062-1076, September.
    11. V. G. P. Lakshika & B. T. K. Chathuranga & P. G. S. A. Jayarathne, 2025. "The evolving role of AI and ML in digital promotion: a systematic review and research agenda," Journal of Marketing Analytics, Palgrave Macmillan, vol. 13(2), pages 288-307, June.
    12. Ariana Polyviou & Ilias O. Pappas, 2023. "Chasing Metaverses: Reflecting on Existing Literature to Understand the Business Value of Metaverses," Information Systems Frontiers, Springer, vol. 25(6), pages 2417-2438, December.
    13. Cornelia-Rodica Jude & Ivona Rapan, "undated". "How Do (AI) Chatbots Shape Consumer Behavior Throughout the Entire Customer Journey? A Systematic Literature Review," BASIQ Conference Proceedings 2024:078, Bucharest University of Economic Studies.
    14. Norhidayah Ali & Suhaida Abu Bakar & Rini Lestari, 2025. "From Responsivity to Retention: Unpacking the Role of Timely Engagement in Customer Loyalty," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(4), pages 494-507, April.
    15. Mirzaei, Abas & Wilkie, Dean Charles Hugh & Burgess, Amelie Jay, 2024. "Does human value-expressive brand anthropomorphism on social media lead to greater brand competitiveness?," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    16. Ermos Michael Jama & Bupe Getrude Mwanza & Prof. Erastus Mishengu Mwanaumo, 2024. "E-procurement Adoption Barriers encountered by Small and Medium-sized Enterprises (SMEs) in the Republic of South Sudan," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 4(1).
    17. Guangce Ruan & Lei Xia & Xin Wen & Yinuo Dong, 2025. "RETRACTED ARTICLE: Exploring the Dynamic Interplay of User Characteristics and Topic Influence on Weibo: A Comprehensive Analysis," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(1), pages 3030-3057, March.
    18. Yi-Fen Chen & Tzu-I Jou, 2025. "Exploring the Impact of Facebook Fan Pages of Long-Term Care Institutions for Elders With Dementia on Family Members’ Selection Intentions," SAGE Open, , vol. 15(4), pages 21582440251, November.
    19. Hamid Etemad, 2025. "Re-strategizing frameworks: SMEs’ search for optimal performance strategies when facing challenges of instability, global change, and emerging restrictions," Journal of International Entrepreneurship, Springer, vol. 23(2), pages 245-271, June.
    20. Totok Haryanto & Budhi Haryanto, 2025. "How Do YouTube Ads Shape Consumer Decisions? (Empirical Study on Gen-Z)," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 6, pages 87-106.

    More about this item

    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:bjf:journl:v:10:y:2025:i:11:p:47-56. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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. Renu Malsaria (email available below). General contact details of provider: https://rsisinternational.org/journals/ijrias/ .

    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.