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Social Media Penetration and Entreprise Stability of Smes in South East Zone of Nigeria

Authors: EGBUTA Olive

Publication Type: Journal article

Journal: Iosr Journal Of Business And Management (iosr-jbm)

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Abstract

Nigeria and other countries in Africa are referred to as developing nations in the international community largely because of the undeveloped nature of their private sectors with the SMEs being a major component of the private sectors. Private enterprises are known to be the driver of most developed economies and the need to understand how social media can be used by them to ensure their enterprise stability becomes inevitable.The paper adopted the survey research design through quantitative research approach. Primary data was elicited through the administration of questionnaires with 3000 questionnaires distributed among SMEs in the South East zone of Nigeria. The study reveals a high level of usage of social media among respondents. Overall, 82.3% of participants use one social media platform or another. However, only 24.5% of that figure used it for the purpose of business promotion. This implies that SME operators in the South-East are not leveraging adequately on the benefits that social media provides for small business promotion. Although the level of social media penetration generally is high, majority of SMEs owners use their social media account more for socialization. Findings of the study revealed that social media usage through innovativeness and market access affects enterprise stability (R = 0.817, R2 = 0.668, p < 0 xss=removed xss=removed xss=removed xss=removed>

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EGBUTA,O. . (2019). Social Media Penetration and Entreprise Stability of Smes in South East Zone of Nigeria, 21 (), 45-45.

EGBUTA,O. . "Social Media Penetration and Entreprise Stability of Smes in South East Zone of Nigeria" 21, no (), (2019): 45-45.

EGBUTA,O. and . (2019). Social Media Penetration and Entreprise Stability of Smes in South East Zone of Nigeria, 21 (), pp45-45.

EGBUTAO, . Social Media Penetration and Entreprise Stability of Smes in South East Zone of Nigeria. 2019, 21 ():45-45.

EGBUTA,Olive , . "Social Media Penetration and Entreprise Stability of Smes in South East Zone of Nigeria", 21 . (2019) : 45-45.

E.Olive , "Social Media Penetration and Entreprise Stability of Smes in South East Zone of Nigeria" vol.21, no., pp. 45-45, 2019.

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