The impact of social media marketing on small-scale businesses in Ibadan South West Local Government, Oyo State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the Study
Social media marketing has emerged as a transformative tool for small-scale businesses in Ibadan South West, enabling entrepreneurs to reach wider audiences and build brand recognition. The use of platforms such as Facebook, Instagram, and Twitter has provided cost-effective marketing channels that facilitate direct consumer engagement and feedback (Adekunle, 2023). Small-scale businesses leverage social media to promote products, run targeted campaigns, and create online communities that foster customer loyalty (Akinyemi, 2024). These digital strategies have not only increased market penetration but also contributed to economic growth at the local level (Olayemi, 2023). However, challenges including resource constraints, competition, and the need for digital expertise remain critical issues. This study critically assesses the impact of social media marketing on small-scale businesses, exploring both its potential benefits and inherent challenges in the dynamic digital marketplace (Adekunle, 2023).
Statement of the Problem
Small-scale businesses in Ibadan South West face significant challenges in leveraging social media marketing effectively. Despite the potential for increased visibility and customer engagement, many enterprises struggle with limited digital skills, resource constraints, and intense online competition. These factors undermine the benefits of digital marketing strategies and hinder business growth. A thorough examination is needed to understand these challenges and develop practical solutions that can enhance the effectiveness of social media marketing for small-scale enterprises (Akinyemi, 2024).
Objectives of the Study:
- To evaluate the effectiveness of social media marketing for small-scale businesses.
- To identify the challenges faced by these enterprises.
- To propose strategies for improving digital marketing outcomes.
Research Questions:
- How does social media marketing affect business performance in Ibadan South West?
- What challenges hinder effective social media marketing?
- What strategies can enhance digital marketing practices for small-scale businesses?
Research Hypotheses:
- Social media marketing positively impacts business performance.
- Limited digital skills negatively affect marketing outcomes.
- Strategic interventions can significantly enhance social media effectiveness.
Significance of the Study
This study offers vital insights for small-scale business owners and policymakers by highlighting the benefits and challenges of social media marketing. The findings will inform tailored interventions and capacity-building programs aimed at maximizing digital marketing benefits, thereby contributing to local economic development (Olayemi, 2023).
Scope and Limitations of the Study:
This research focuses on small-scale businesses in Ibadan South West Local Government utilizing social media marketing. Limitations include a confined geographic scope and potential data self-reporting bias.
Definitions of Terms:
- Social Media Marketing: The use of social networking platforms for promotional activities.
- Small-scale Businesses: Locally operated, limited-resource enterprises.
- Digital Marketing: Marketing strategies that utilize online platforms.
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