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

Keywords: Social media, Social media marketing, business development, small businesses, advertising, information communication technology

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.

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Author Biographies

Ikenna Franklin Eze, Cape Peninsula University of Technology

Ikenna Eze is a Ph.D. candidate at Cape Peninsula University of Technology. His highest qualification is MTech in entrepreneurship at Cape Peninsula University of Technology. He is a part-time lecturer at AFDA, where he teaches marketing & sales for second years seconds. His cell phone number is +27814368645.

Ephias Ruhode, Cape Peninsula University of Technology

Ephias Ruhode is a Professor at the faculty of information and design at Cape Peninsula University of Technology. His cell phone number is +27728026329

Chux Iwu, Cape Peninsula University of Technology

Chux Iwu is a Professor and HOD of entrepreneurship department at Cape Peninsula University of Technology. His cell phone number is +27834211210.

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Published
2021-09-01
How to Cite
Eze, I. F., Ruhode, E., & Iwu, C. (2021). The Effectiveness of Social Media Marketing. A Case of Lagos Nigeria. Harvard Deusto Business Research, 10(2), 255-271. https://doi.org/10.48132/hdbr.328
Section
Articles