The Role of Social Media on Selected Businesses in Nigeria in The Era of COVID-19 Pandemic

Abstract

As several countries were experiencing unprecedented economic slowdowns due to the outbreak of COVID-19 pandemic in early 2020, small business enterprises started adapting to digital technologies to transact business. However, in Africa, particularly Nigeria, COVID-19 pandemic resulted to some financial crisis that impacted negatively on the sustainability of small and medium-sized (SMEs) businesses. Thus, this study examined the role of social media on selected SMEs in Nigeria in the heat of the COVID-19 pandemic that led to several lock downs in a bid to curtail the spread of the virus. Cross-sectional survey research design was used alongside convenience population sampling techniques. The population was categorised based on selected SMEs businesses, while a quantitative research approach was adopted, and primary data were collected using a questionnaire. The questionnaires were administered to owners and operators of SMEs in Ikotun and Ikeja areas of Lagos State, Nigeria. A total of 190 copies of the questionnaires were distributed and a total of 183 usable responses were analysed. The findings of the study show that SMEs were aware of the usefulness of social media to their business as they largely leveraged it in doing their business during the national lockdowns. The study recommended that labour/trade unions should sensitise and encourage business owners on the benefits of continuous use of social media in carrying out their business transactions.