Authors :
SALEH MUSA SA’AD; FIDELIA MSURSHIMA TILLEY-GYADO
Volume/Issue :
Volume 7 - 2022, Issue 10 - October
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3WQJcNv
DOI :
https://doi.org/10.5281/zenodo.7312270
Abstract :
The purpose of this study was to investigate the
impact of social media adoption on the marketing strategy
of small and medium-sized firms (SMEs) in Kano State,
Nigeria. A cross-sectional survey research design is used
in this study. The population consisted of 1,794,358 small
and medium-sized businesses, and the Taro Yamane
method yielded a sample size of 401. For data gathering,
a standardized questionnaire was used. Multiple
regression analysis was used to analyze the data.
According to the findings, the Facebook platform has a
substantial impact on the marketing strategies of SMEs in
Kano State. Furthermore, the findings revealed that the
Twitter platform has a major impact on the marketing
strategy of Kano State SMEs. On the contrary, the
YouTube platform has a negligible positive impact on the
marketing strategy of Kano State SMEs. The study
recommends that the management of small and mediumsized enterprises (SMEs) in the state of Kano should
incorporate social media platforms like Facebook and
Twitter into their marketing strategies and use these
platforms extensively when providing customer service,
As a result, their output will be enhanced.
Keywords :
Social Media, Face Book, Twitter, You Tube, Marketing Stattegy
The purpose of this study was to investigate the
impact of social media adoption on the marketing strategy
of small and medium-sized firms (SMEs) in Kano State,
Nigeria. A cross-sectional survey research design is used
in this study. The population consisted of 1,794,358 small
and medium-sized businesses, and the Taro Yamane
method yielded a sample size of 401. For data gathering,
a standardized questionnaire was used. Multiple
regression analysis was used to analyze the data.
According to the findings, the Facebook platform has a
substantial impact on the marketing strategies of SMEs in
Kano State. Furthermore, the findings revealed that the
Twitter platform has a major impact on the marketing
strategy of Kano State SMEs. On the contrary, the
YouTube platform has a negligible positive impact on the
marketing strategy of Kano State SMEs. The study
recommends that the management of small and mediumsized enterprises (SMEs) in the state of Kano should
incorporate social media platforms like Facebook and
Twitter into their marketing strategies and use these
platforms extensively when providing customer service,
As a result, their output will be enhanced.
Keywords :
Social Media, Face Book, Twitter, You Tube, Marketing Stattegy
