Title: UTILIZATION OF SOCIAL MEDIA FOR ENHANCING THE GROWTH OF SMALL SCALE ENTERPRISES (SSE) IN RIVERS STATE, NIGERIA.

Authors:
Oyinlana, Gbenga O., Agu, Okechukwu N. & Aderoju, John A.

Abstract: Abstract This study determined utilization of social media for enhancing the growth of small scale enterprises (SSE). Social media platforms that can enhance mass awareness and patronage of customers were identified and diffusion of innovation theory was used to justify their adoption. The study was carried out in Rivers State, Nigeria using a descriptive survey research. The population was 3,000 entrepreneurs/operators of SSE out of which 250 (active social media users) were selected through purposive sampling technique for the study. A structured questionnaire tagged „Social Media Platforms for SSE Growth (SMPSSEG)‟ with a reliability index of .84 was used as instrument for data collection. Three research questions were answered and analyzed using mean for each questionnaire item. Three null hypotheses were tested using the t-test statistics at probability 0.05 level of significance. The result of the study revealed that Facebook, Google+, MySpace, LinkedIn, Twitter, YouTube, Tumblr, Instagram, WhatsApp, and Pinterest are among social media platforms that can be utilized to enhance mass awareness and customers‟ patronage for the growth of SSE but only Facebook and WhatsApp were highly utilized. LinkedIn and Instagram were slightly utilized while others were not. The study recommendedat least two trending social media accounts or blogs for official business posts, regularly customers networking, unique ad(s) for business posts with creative attention info, use of special brand name for customers‟ patronage and irresistible offers with good customers engagement forenquiries among others. Keywords: Utilization, Social Media, Small Scale Enterprises (SSE), Growth.

Publication Date: 2018-06-09