The Effectiveness of Social Media Marketing. A Case of Lagos Nigeria

Ephias Ruhode,Chux Iwu,Ikenna Franklin Eze

doi:10.48132/hdbr.328

Ephias Ruhode, Chux Iwu + Show 1 more

Open Access

https://doi.org/10.48132/hdbr.328

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Abstract

Small businesses are drivers of any economy because of their capacity to, among others, provide employment to the people and the owners. Their extinction will greatly affect a nation. This study focused on small enterprises in Lagos, Nigeria and how social media is deployed in them. The study is necessary because most small enterprises in Nigeria do not make it past the first few years of operation. Perhaps the adoption of social media by small businesses in Lagos may create extra opportunities for their growth. A questionnaire was employed to collect data from participants since it was less expensive and allowed for huge amounts of data to be gathered in a short amount of time. This study shows that the majority of small enterprises in Nigeria employ social media to promote their goods and services. Most business owners confirmed that the platform is efficient when applied in business. The findings also reveal that some enterprise owners are still yet to implement social media marketing into their advertising plans. Some implications and recommendations are flagged.

Highlights

The advent of social media has changed the way individuals and enterprises connect and relate with each other
As Akingbolu (2014) stated, most small businesses in Nigeria do not make it past the first few years of operation
Due to improved internet connectivity and strong mobile adoption in Africa, this number is anticipated to climb. This increases the worth of internet advertising for small businesses by allowing them to reach a larger audience through their cell devices

Summary

Introduction

The advent of social media has changed the way individuals and enterprises connect and relate with each other. The popularity of digital social networks has made it necessary for businesses to adopt innovative marketing strategies to register their company in the hearts of the customer (Abdul & Nor 2016). Sports gambling companies leverage social media for client loyalty and communication, according to Edwards (2017) This helped them build long-term connections with their clients, which is linked to brand loyalty. Social media helped telecoms companies, especially Safaricom, develop by giving a venue for effective, low-cost advertising. As Akingbolu (2014) stated, most small businesses in Nigeria do not make it past the first few years of operation This could be a consequence of inadequate marketing or failure to integrate the current advertising trends and approaches, such as applying social media into a firm’s marketing plan. Ineffective marketing techniques are one of the most significant issues that small businesses confront when it comes to advertising (Walt 2013)

Theoretical framework

Literature review

Social network reach

Social media as a cheaper means of advertising

Methodology

Data collection

Population

The kind of social media platform employed by the respondents

Measuring the efficacy of social media

Implications for theory and practice

Conclusion