Role of Social Media Marketing on SMES Brand Awareness in Nigeria

Abstract

This study investigated the impact of social media marketing on the brand awareness of the Small and Medium Scale Enterprises (SMEs) in Nigeria. The study employed descriptive survey to collect qualitative data from 458 online shoppers/customers. The study relied heavily on descriptive statistics and inferential statistics of regression to analyze the data. It was revealed that social media marketing improves the organization brand awareness and organization performance. It was revealed that factors such as community engagement, regular posting of relatable contents online, research, and online promotion improves an organization brand awareness. On the benefit of social media marketing, it was discovered that reduced cost, quick reach to potential customers, community engagement, collecting suggestion and solution to business are made available through strong social media presence.