ROLE OF SOCIAL MEDIA IN SUPPORTING SMALL BUSINESS GROWTH AMONG BUSINESS PERSONS IN BENIN CITY

ABSTRACT

This research project explores the role of social media on the growth of small and medium-size enterprises (SMEs) in Benin City. Data were collected from SMEs on the University of Benin's Ugbowo campus, with a focus on their social media practices, strategies, and perceived outcomes. The study identified the most popular social media platforms utilized by SMEs for business promotion and evaluated the efficiency of various social media methods employed. It also assessed social media's market reach and its contribution to the growth and success of SMEs in Benin City. Key findings show that Facebook, Instagram, and Twitter, as well as TikTok and WhatsApp Business, are the most popular platforms for SMEs to promote their businesses. With Effective strategies including creating behind-the-scenes footage, engaging with followers, running promotional campaigns, and uploading consistently, SMEs reported greater market reach and enhanced brand visibility using social media, which led to higher client acquisition and business growth.