Leveraging on the potentials of Social Media for performance of small and medium scale enterprise (PDF)

Master's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2.87, , course: MBA, language: English, abstract: With the increasingly access to Internet across Nigeria, and relatively low prices of smartphones, social media networking sites such as Facebook, Instagram, Twitter, etc., have become a tool for users to build communities, foster relationships and enhance business growth. Today, Social media is a top agenda among SMEs. Many firms have developed an integrated Social Media strategies to increase the performance of their business. Few companies have gone further to recruit consultant in order to optimally benefit from the opportunities, the platform has to offer. Social media tools are gaining popularity and increasingly in use among different sizes of businesses including start-ups, Small and Medium Enterprises (SMEs) and multinational corporations.

Despite the advancement in the usage of the tools, little is being known by practitioners on the impact of social media networks on business performance. SMEs have limited understanding on the use of social media. Hence, the research study aim to identify ways social media can leverage on the potentials of social media for the performance of their business.