SOCIAL MEDIA NETWORK AND PERFORMANCE OF SMALL AND MEDIUM SCALE ENTERPRISES IN BENIN CITY

Abstract

The study examined the relationship between social media network and sales performance of SMEs in Benin City. The study adopted a survey research design. The population of the study was made up of 3,321 registered Small and Medium Enterprises (SMEs) in Benin City, Nigeria. The sample size was 357 using Yamane’s formula. Questionnaire was the main research instrument, which were administered through Google forms in an online survey and the data were analysed using Ordinary Least Squares (OLS) estimation techniques with the aid of the SPSS Version 20.0. The findings showed that social media adoption and viral marketing had significant and positive relationship with sales performance of SMEs in Benin City. It was recommended that the SMEs should use the social media to promote their merchandise and leverage on the benefits of viral marketing