SOCIAL MEDIA AND SMALL SCALE BUSINESS: A CASE OF UGBOWO, BENIN CITY

Abstract

The purpose of this study was to find out the impact of social media on small scale businesses. The population consisted of all the small scale businesses in Ugbowo. For the purpose of the study primary data through the use of questionnaire was adopted. Descriptive and inferential statistics were used in analysis of the data. Correlation analysis using spearman correlation coefficient technique was used to establish the kind of relationship that existed between the variables to draw key findings and inform recommendation for further research. The study concluded that managerial commitment to social media use aids in the implementation of small business social media campaigns. The constant development of social media accounts aids in enhancing small businesses' client service. Additionally, social media can be used to obtain high-quality feedback from a variety of customers around the world; when used effectively, it can help small businesses save money by using fewer resources, spread information about their products beyond national borders, and increase their profit margins. Finally, social media can be used to spread information about a product to potential customers.

It was suggested, in light of the findings ,that managerial commitment to social media use

will aid in the implementation of small business social media campaigns. Managers should therefore take social media integration seriously.Ongoing social media account improvements aid small businesses in providing better customer care. Therefore, companies should make an investment in using social media in their operations. Social media can be used to obtain high-quality feedback from a variety of customers around the world; when used properly, social media can help smallbusinesses save money by reducing resource waste. Businesses are therefore urged to embrace social media because it is incredibly advantageous for business growth. This study contributed immensely towards filling gaps in knowledge and information in the area of small scale businesses as it relate to social media.