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ABSTRACT
This study investigates how social media contributes to the success of businesses in Nigeria, specifically in the city of Benin, Edo state. The research focuses on event planning, food production, and clothing businesses. A population of 250 was identified, and a sample size of 154 was selected using the Taro Yamane formula. A questionnaire was used to collect data, with 123 filled and returned copies. Data analysis utilized tables, percentages, and regression analysis through SPSS software to test the research hypothesis. The study reveals three key findings: there is a positive relationship between social media engagement and business performance, businesses face challenges on social media that impact their overall performance, and social media offers benefits that enhance business performance in Nigeria. In conclusion, this study emphasizes the importance of social media in improving the profitability of Nigerian businesses by promoting their growth. As a result, it recommends that businesses in Nigeria adopt social media strategies and acquire a deeper understanding of utilizing the internet.
