ABSTRACT

The purpose of this study was to assess social media marketing (Facebook, Instagram, Twitter & YouTube) in small and medium scale entreprises in Edo State. The study covered a sample size of one hundred (100) owners and managers of small and medium scale enterprises, of which one hundred (100) was retrieved and used for the data analysis. Descriptive statistics and regression analysis was used for the study’s empirical analysis.

The findings arrived at after the empirical analysis is stated below: there is a significant relationship between social media marketing and customers’ satisfaction of SMEs in Benin City, Edo State; there is no significant relationship between social media marketing and profitability of SMEs in Benin City, Edo State; there is no significant relationship between social media marketing and profitability of SMEs in Benin City, Edo State; and there is a significant relationship between social media marketing and sales performance of SMEs in Benin City, Edo State.

The following recommendations were made based on the findings of the study: SMEs owners and managers should continually adopt social media marketing strategy for enhanced customers’ base; SMEs should improve on the adoption of social media marketing strategy for enhanced profitability by exploring and utilising various social media platforms; SMEs should strive to align their social media marketing strategy to customers’ appeal and needs; and SMEs should continually ensure that social media marketing is targeted at a wide range of customers.