IMPACT OF SOCIAL MEDIA ON THE PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES (SME) IN BAUCHI METROPOLIS

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Published: 2025-12-30
DOI: https://doi.org/10.46281/ijsmes.v8i1.2793
Keywords:
Social Media Marketing, SMEs, Business Performance, Digital Competence

Main Article Content

Jonah Bilyaminu
Student, Sa’adu Zungur University, Bauchi, Nigeria
https://orcid.org/0009-0006-2956-4645
Gorip Nenfort Hope
Student, Sa’adu Zungur University Bauchi, Nigeria
https://orcid.org/0009-0008-1642-3581
Mal. Kamalu Ali Bello
Lecturer, Sa’adu Zungur University, Bauchi, Nigeria
https://orcid.org/0009-0000-6603-704X

Abstract

This study examines the impact of social media on the performance of Small and Medium Enterprises (SMEs) in Bauchi metropolis. SMEs remain a vital backbone of economic development, yet many operators still struggle with visibility, competitiveness, and customer engagement in an increasingly digital marketplace. With platforms such as Facebook, Instagram, and WhatsApp becoming essential marketing tools, this research investigates how advertising, content engagement, and digital competence influence SME performance. A survey design was employed, targeting 300 SMEs randomly selected from a population of 1,015 registered businesses in Bauchi metropolis. Data were collected through structured questionnaires and analyzed using descriptive statistics and regression analysis. Findings indicate that social media advertising significantly enhances customer reach and sales growth, while engaging content fosters trust, loyalty, and brand recognition. Furthermore, SMEs with higher levels of digital marketing competence reported improved efficiency and competitiveness. The study concludes that effective adoption of social media strategies is a key determinant of SME performance in Bauchi. It recommends that SME operators invest in professional training, content-driven marketing, and paid advertising campaigns, while government and support agencies should strengthen infrastructure and digital literacy initiatives to boost SME growth in the region. Regression analysis showed that social media advertising had a significant positive effect on SME performance (β = 0.3772, t = 17.921, p < 0.001). Content engagement (β = 0.2977, t = 13.507, p < 0.001) and digital marketing competence (β = 0.2942, t = 14.015, p < 0.001) likewise had significant positive associations with performance. The model explained approximately 72.9% of the variance in SME performance (R² = 0.729). In practical terms, these coefficients imply that a one-unit increase in social media advertising, content engagement, or marketing competence corresponds to roughly a 0.3-unit increase in SME performance.


JEL Classification Codes: L26, M31, O33, L25.

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Article Details

Issue

Vol. 8 No. 1 (2025): January-December

Section

Research Paper/Theoretical Paper/Review Paper/Short Communication Paper
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Author Biographies

Jonah Bilyaminu, Student, Sa’adu Zungur University, Bauchi, Nigeria

Jonah Bilyaminu is a student at Sa’adu Zungur University, Bauchi, Nigeria. He is pursuing his higher education with a strong interest in developing academic knowledge and practical skills relevant to his field of study. Jonah is committed to learning, personal growth, and contributing positively to his academic community through dedication and responsible scholarship.

Gorip Nenfort Hope , Student, Sa’adu Zungur University Bauchi, Nigeria

Gorip Nenfort Hope is a student at Sa’adu Zungur University, Bauchi, Nigeria. She is currently engaged in her undergraduate studies and is focused on building a solid academic foundation in her chosen field. Hope is motivated by a desire to learn, grow intellectually, and contribute meaningfully to her university community through discipline, curiosity, and commitment to excellence.

Mal. Kamalu Ali Bello , Lecturer, Sa’adu Zungur University, Bauchi, Nigeria

Mal. Kamalu Ali Bello is a Lecturer at Sa’adu Zungur University, Bauchi, Nigeria. He is involved in teaching and academic mentoring, with a focus on supporting students’ learning and intellectual development. His professional interests include academic scholarship, effective pedagogy, and contributing to the advancement of higher education through research, instruction, and service to the university community.

How to Cite

Bilyaminu, J. ., Hope , G. N., & Bello , M. K. A. . (2025). IMPACT OF SOCIAL MEDIA ON THE PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES (SME) IN BAUCHI METROPOLIS. International Journal of Small and Medium Enterprises, 8(1), 51-61. https://doi.org/10.46281/ijsmes.v8i1.2793

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