THE INFLUENCE OF SOCIAL MEDIA ON THE GROWTH AND SUCCESS OF SMALL BUSINESSES IN NIGERIA

Abstract

This paper examines the influence of social media on the growth and success of small business 
owners in Nigeria. The paper anchored the opportunity based theory and evaluation theory, and 
also reviewed several literature on the subject matter, and it found out that social media enables 
companies to achieve a better understanding of customer needs in order to build and foster 
effective relationships. The foundation of any business is the customer, therefore social 
networking provides small businesses with multiple opportunities to build closer and more 
profitable relationships with customers. The findings reveal that social media plays a pivotal 
role in enhancing the visibility, reach, and competitiveness of small businesses in Nigeria. 
Findings also reveal that social media has pushed business towards E-commerce use, enabled 
business to communicate open and clear messages hence led to more creativity in advertising 
and personal selling when meeting customer’s needs. In conclusion, this paper highlights the 
profound influence of social media on the growth and success of small businesses in Nigeria. By 
harnessing the power of social media platforms, small businesses can amplify their reach, 
engage with customers, and drive sustainable growth. Policymakers, business support 
organizations, and entrepreneurs alike can benefit from understanding and harnessing the 
potential of social media in fostering economic development and entrepreneurship in Nigeria.