ROLES AND CONTRIBUTIONS OF SOCIAL MEDIA IN THE DEVELOPMENT OF SMALL AND MEDIUM SCALE ENTERPRISES IN BENIN CITY

ABSTRACT

The goal of this study is to assess the impact of social media on the performance of small and medium enterprises SMEs in Benin City, Nigeria. The study looked at four aspects such as impact of social media marketing on profitability, effect of social media on market growth, effect of social media marketing on enhancing customer relationship, and role of social media in improving brand image. The four aspects were found to have a positive impact on the growth of SMEs in Benin City, Nigeria. The combination of the four factors also reveals that social media marketing and SMEs' growth in Benin City is favorable. Based on the findings, The study discovered social media marketing has a positive impact on the profitability of small and medium scale enterprises in Benin City. Social media has a positive effect in boosting business performance over time. Also, a simple customer relationship strategy has a positive impact in increases sales because of the number of returning customers. The quality of contents posted online has a positive impact on business.