Browsing by Author "Salau, A. A."

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    Evaluating the Effectiveness of Social Media Marketing Strategies on the Performance of Small Businesses in Nigeria
    (Journal of Family Business and Management Studies, Business School, University of the Thai Chamber of Commerce, Bangkok, Thailand, 2026-01-28) Salau, A. A.; Yusuf, I.; Adebayo Adeyemi Abdulwasiu; Akinwumi, D. S.
    Today, small businesses small businesses are faced with plethora of issues that stall their performance and marketing processes because there is absence of adequate resources to invest in mainstream marketing programs which birth the inability to fully achieve the identified objectives The study examined the effectiveness of social media marketing strategies on the performance of small businesses in Nigeria. Also, four research objectives and hypotheses were developed. The study utilized a cross-sectional survey design. The population of the study was 3,005 selected registered small business owners, and a sample of 353 was arrived at using Taro Yamane’s formula. The questionnaire was developed in a structured and closed-ended form, administered by Google Forms. Out of the 353 questionnaires, 350 were filled, giving a response rate of 99.1%. A simple random sampling technique was adopted to ensure that each small business within the population had an equal chance of being selected, thereby minimizing bias and improving the representativeness and generalizability of the findings. A Likert scale was adopted ranging from 1 (Strongly Disagree) to 5 (Strongly Agree). To guarantee the quality of the study’s instrument, face validity was checked, experts reviewed content accuracy and inter-observer reliability was measured with a Cronbach’s Alpha coefficient value of 0.82 for performance, 0.78 for influencer marketing, 0.80 for user generated content and 0.84 for paid advertising which revealed the acceptable level of 0.70. The collected data was analyzed using descriptive and inferential statistics. Hierarchical regression analysis was used to test the hypotheses using SPSS version 27. The findings of the study revealed that all four strategies had a positive and significant effect on the performance of small businesses in Nigeria. Among all the social media marketing strategies, user-generated content (B = 0.4789, p = 0.003) and community engagement (B = 0.4023, p = 0.013) proving that being open and interacting leads to more achievements. Although influencer marketing (B = 0.5125, p = 0.002) and paid advertising (B = 0.3265, p = 0.039) had a positive effect, but to a smaller extent. The result revealed that all the four variables exhibited positive and statistically significant relationships with business performance: Influencer Marketing (B = 0.5125, p = 0.002), Paid Advertising (B = 0.3265, p = 0.039), Community Engagement (B = 0.4023, p = 0.013), and User-Generated Content (B = 0.4789, p = 0.003). regression model was statistically significant indicating that the four predictors jointly explained 20% of the variance in small business performance. Regression model was statistically significant indicating that the four predictors jointly explained 20% of the variance in small business performance Diagnostic tests confirmed that the model satisfied assumptions of normality, homoscedasticity, multicollinearity (VIF = 1.83–2.41), and residual independence (Durbin–Watson = 1.89), validating the robustness of the results. Based on the result of the study, it was recommended that small businesses should focus on having customers post content and interact regularly to earn their trust and succeed in the digital world for a longer time.