The relationship between social media marketing and SMEs performance in Nigeria: a systemic literature review
Small and medium enterprises (SMEs) are considered as a vibrant and dynamic sector of the world economy including Nigeria. Small and medium scale enterprises prefer the use of social media marketing because of its ability to connect with many potential consumers at a time, low cost, ease of us...
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Main Authors: | , , |
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Format: | Article |
Language: | English |
Published: |
2022
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Subjects: | |
Online Access: | http://eprints.uthm.edu.my/7633/1/J14549_680241190e491ae2730e350590c41535.pdf http://eprints.uthm.edu.my/7633/ |
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Summary: | Small and medium enterprises (SMEs) are considered as a vibrant and dynamic sector of the world
economy including Nigeria. Small and medium scale enterprises prefer the use of social media
marketing because of its ability to connect with many potential consumers at a time, low cost, ease of
use, and technical manageability. Hence, social media marketing is rapidly growing among businesses
and is currently considered a major key to enhancing a better performance. Thus, this paper provides a
systematic literature review (SLR) of previous research studies on social media marketing and SMEs
performance in Nigeria. In this work, the research procedure focuses on the subject matters related to
social media, marketing, SMEs, and performance, which are selected from three major digital
databases, namely Scopus, ScienceDirect, and Web of Science. The study selection process consists
of research into two factors; i) literature sources, articles, and journal publications between the years
2014 to 2020; and ii) that investigate the direction of the study of SMEs performance in the context of
social media marketing. The articles were screened, filtered and duplicates were excluded, followed
by the reading of the full-text articles. The final included result is 65 articles, which will be adopted in
this study. From the previous results, most studies applied a quantitative approach which is the most
popular research method. But this SLR study discovered social media marketing strongly affects the
performance of SMEs worldwide and particularly in Nigeria. Therefore, this study suggests that social
media marketing studies should be given adequate concentration. The government should cater for
financial assistance with a low-interest rate for SME entrepreneurs. Furthermore, this SLR
recommends that researchers should investigate and focus more on the effective use of social media
marketing in the context of SME performance. |
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