Effect of Social Media Platforms Usage on the Performance of Small and Medium Enterprises in Katsina State, Nigeria
DOI:
https://doi.org/10.56919/jbam.2621.001Keywords:
Facebook, Instagram, Tiktok, Whatsap, X (Twitter), Small and Medium EnterprisesAbstract
This study examines the effect of social media platforms usage on the performance of Small and Medium Enterprises (SMEs) in Katsina State, Nigeria. Anchored on the Technology Acceptance Model (TAM), the research investigates how the perceived usefulness and ease of use of digital platforms influence SME performance outcomes. A descriptive cross-sectional survey design was adopted, with data collected from 381 SME owners using structured questionnaires. The data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that major social media platforms—Facebook, Instagram, TikTok, WhatsApp, and X (Twitter)—have positive and statistically significant effects on SME performance. Specifically, these platforms enhance sales growth, customer engagement, brand visibility, and overall business competitiveness. Among the platforms, WhatsApp and Facebook demonstrated the strongest influence, indicating their strategic importance in SME operations. The study concludes that effective adoption and utilization of social media platforms significantly improve SME performance in Katsina State. It therefore recommends that SME owners strategically integrate social media into their business processes, focusing on consistent content creation, customer interaction, and performance monitoring to maximize the benefits of digital marketing.
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