UTILIZATION OF SOCIAL MEDIA AS MARKETING TOOL AMONG SMALL AND MEDIUM BUSINESSES

Abstract: This study investigates the utilization of social media as marketing tools among SMEs with a particular focus on sellers at Computer Village, Lagos. Guided by the Technological Determinism Theory (TDT), the research examines the extent of social media adoption, its effectiveness in business growth and customer engagement, and the challenges faced by marketers. A survey research design was employed, with data collected through structured questionnaires administered to marketers in the area. The collected data were analyzed using descriptive statistics, presented in frequencies and percentages. The findings reveal that platforms like WhatsApp and Facebook are extensively used, contributing significantly to customer base expansion, brand visibility, and revenue growth. However, challenges such as poor internet connectivity, high advertising costs, and limited technical expertise hinder optimal use. The study underscores the transformative impact of social media on business operations, emphasizing its role in enhancing visibility and competitiveness. Based on the findings, the study recommends robust infrastructural improvements, government policies to regulate online advertising, and capacity-building initiatives to address technical knowledge gaps. Additionally, measures to enhance online payment security and protect businesses from fraud are critical for maximizing the benefits of social media marketing. These recommendations aim to optimize social media use in entrepreneurial settings like Computer Village.


WHAT TO EXPECT: (Format: MS WORD, Chapter 1-5, Abstract, Table of Contents, Questionnaire and References)


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TABLE OF CONTENTS

Title Page                                                                                                                    i

Certification                                                                                                                ii

Dedication                                                                                                                  iii

Acknowledgement                                                                                                      iv

Table of Contents                                                                                                       vi

Abstract                                                                                                                      vii

CHAPTER ONE: INTRODUCTION

1.1       Background to the Study________________________________________1

1.2       Statement of the Problem _______________________________________3

1.3       Objectives of the Study_________________________________________4

1.4       Research Questions____________________________________________4

1.5       Significance of the Study________________________________________5

1.6       Scope of the Study____________________________________________6

1.7       Operational Definition of Terms _________________________________6

CHAPTER TWO: LITERATURE REVIEW

2.0       Introduction_________________________________________________8

2.1       Conceptual Review___________________________________________20

2.2       Empirical Studies____________________________________________25

2.3       Theoretical Framework_______________________________________25

 CHAPTER THREE: RESEARCH METHODOLOGY

3.0       Introduction________________________________________________33

3.1       Research Design____________________________________________33

3.2       Research Method___________________________________________33

3.3       Study Population_____________________________________________34

3.4       Sample Size ________________________________________________34

3.5       Sampling Technique _________________________________________34

3.6       Instrument for Data Collection__________________________________35

3.7       Validity and Reliability of Research Instrument­­­­­­­­­­­­­­­­­­­­­_____________________35

3.8       Data Collection Process________________________________________36

3.9       Method of Data Analysis_______________________________________36

CHAPTER FOUR: DATA ANALYSIS AND DISCUSSION OF FINDINGS

4.0       Introduction _________________________________________________39

4.1       Demographic Variables Analysis of Respondents____________________39

4.2       Analysis of Research Questions Related Variables___________________39

4.2       Discussion of Findings_________________________________________48

CHAPTER FIVE: SUMMARY, CONCLUSION, RECOMMENDATIONS AND LIMITATIONS

5.0       Introduction________________________________________________50

5.1       Summary__________________________________________________50

5.2.      Conclusions ________________________________________________51

5.3       Recommendations ___________________________________________52

5.4       Limitations to the Study_______________________________________54

References

Appendix

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