Document Type : Original Research

Authors

• Sunday Ewah ¹
• Samuel Etuk, ²
• Clement Udowong Eke ³
• Nfawa Erasmus Usani ²

¹ Department of Marketing, Faculty of Management Sciences, University of Cross River State, Calabar, Nigeria

² Department of Marketing, Faculty of Business Administration, University of Uyo, Uyo, Nigeria

³ Department of Marketing, Faculty of Business Administration, University of Cross River State, Calabar, Nigeria

Abstract

The researchers looked at the link between social media driven marketing and marketing performance of micro, small and medium-sized enterprises in Nigeria's Akwa Ibom State. The study arose from a knowledge gap in the area of social media driven platforms and marketing performance of Micro, Small and Medium Scale Enterprises in Akwa Ibom State. The main goal of this research was to investigate the link between social media marketing and marketing performance of micro, small, and medium-sized enterprises in Akwa Ibom State. The researchers used survey design. A structured questionnaire rated on a five point Likert scale was used to gather data. A total of 366 MSMEs operators were chosen using simple random sampling. Simple Linear Regression was used to test and analyze two hypotheses. In Akwa Ibom State, it was discovered that there is a significant positive relationship between the two dimensions of social media marketing and marketing performance of MSMEs, with the Instagram page having highest regression.

Keywords

• Social media driven marketing
• marketing performance
• micro
• small and medium scale enterprises

20.1001.1.23832126.2021.8.12.4.5

Main Subjects

• Management
• Marketing Management

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