The role of social media marketing on e-commerce implementation and SMEs performance in Ibadan City Nigeria

Small and medium-scale enterprises (SMEs) are known as the fabricators and stimulants of economic growth and national development for developed and developing countries, including Nigeria. This research study was inspired by the poor performance of SMEs in Nigeria, which has resulted in a severe dec...

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Main Author:	Ayokunmi, Lawal Abideen
Format:	Thesis
Language:	English English English
Published:	2022
Subjects:	HF1021-1027 Commercial geography Economic geography
Online Access:	http://eprints.uthm.edu.my/8510/1/24p%20LAWAL%20ABIDEEN%20AYOKUNMI.pdf http://eprints.uthm.edu.my/8510/2/LAWAL%20ABIDEEN%20AYOKUNMI%20COPYRIGHT%20DECLARATION.pdf http://eprints.uthm.edu.my/8510/3/LAWAL%20ABIDEEN%20AYOKUNMI%20WATERMARK.pdf
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id	my-uthm-ep.8510
record_format	uketd_dc
spelling	my-uthm-ep.85102023-04-02T01:29:06Z The role of social media marketing on e-commerce implementation and SMEs performance in Ibadan City Nigeria 2022-10 Ayokunmi, Lawal Abideen HF1021-1027 Commercial geography. Economic geography Small and medium-scale enterprises (SMEs) are known as the fabricators and stimulants of economic growth and national development for developed and developing countries, including Nigeria. This research study was inspired by the poor performance of SMEs in Nigeria, which has resulted in a severe decline in the contributions of SMEs to employment creation, gross domestic product, and export earnings for the country, especially in Ibadan city. However, SMEs’ involvement in social media marketing offers many benefits for their businesses, including enhanced brand value, sales growth, and effective social e-commerce. Thus, this research study investigated the relationship between e-commerce implementation and SME performance in Ibadan as well as the significant role of social media marketing on e-commerce implementation and SME performance. The study adopted quantitative research by using questionnaires as the main research instrument. The sample for this study comprises SMEs that registered with the SMEDAN in Ibadan city, of which 370 of them were selected as the sample size for the study. Then, the Statistical Package for Social Science (SPSS) was used to answer all the objectives of the study, and also, Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to test the relationships between variables, which served as the method of data analysis. This study found that e-commerce implementation has a positive and significant relationship with SMEs performance, whereas social media marketing has a negative but minimally significant moderating effect on the relationship between e-commerce implementation and SMEs performance in Ibadan city. The study could provide success both locally and globally, considering such a dominant advantage through social media marketing. SMEs offering social commerce were able to improve their revenue, focus on new customers, and control their costs to meet the expected pricing and customer needs. 2022-10 Thesis http://eprints.uthm.edu.my/8510/ http://eprints.uthm.edu.my/8510/1/24p%20LAWAL%20ABIDEEN%20AYOKUNMI.pdf text en public http://eprints.uthm.edu.my/8510/2/LAWAL%20ABIDEEN%20AYOKUNMI%20COPYRIGHT%20DECLARATION.pdf text en staffonly http://eprints.uthm.edu.my/8510/3/LAWAL%20ABIDEEN%20AYOKUNMI%20WATERMARK.pdf text en validuser mphil masters Universiti Tun Hussein Onn Malaysia Fakulti Pengurusan Teknologi dan Perniagaan
institution	Universiti Tun Hussein Onn Malaysia
collection	UTHM Institutional Repository
language	English English English
topic	HF1021-1027 Commercial geography Economic geography
spellingShingle	HF1021-1027 Commercial geography Economic geography Ayokunmi, Lawal Abideen The role of social media marketing on e-commerce implementation and SMEs performance in Ibadan City Nigeria
description	Small and medium-scale enterprises (SMEs) are known as the fabricators and stimulants of economic growth and national development for developed and developing countries, including Nigeria. This research study was inspired by the poor performance of SMEs in Nigeria, which has resulted in a severe decline in the contributions of SMEs to employment creation, gross domestic product, and export earnings for the country, especially in Ibadan city. However, SMEs’ involvement in social media marketing offers many benefits for their businesses, including enhanced brand value, sales growth, and effective social e-commerce. Thus, this research study investigated the relationship between e-commerce implementation and SME performance in Ibadan as well as the significant role of social media marketing on e-commerce implementation and SME performance. The study adopted quantitative research by using questionnaires as the main research instrument. The sample for this study comprises SMEs that registered with the SMEDAN in Ibadan city, of which 370 of them were selected as the sample size for the study. Then, the Statistical Package for Social Science (SPSS) was used to answer all the objectives of the study, and also, Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to test the relationships between variables, which served as the method of data analysis. This study found that e-commerce implementation has a positive and significant relationship with SMEs performance, whereas social media marketing has a negative but minimally significant moderating effect on the relationship between e-commerce implementation and SMEs performance in Ibadan city. The study could provide success both locally and globally, considering such a dominant advantage through social media marketing. SMEs offering social commerce were able to improve their revenue, focus on new customers, and control their costs to meet the expected pricing and customer needs.
format	Thesis
qualification_name	Master of Philosophy (M.Phil.)
qualification_level	Master's degree
author	Ayokunmi, Lawal Abideen
author_facet	Ayokunmi, Lawal Abideen
author_sort	Ayokunmi, Lawal Abideen
title	The role of social media marketing on e-commerce implementation and SMEs performance in Ibadan City Nigeria
title_short	The role of social media marketing on e-commerce implementation and SMEs performance in Ibadan City Nigeria
title_full	The role of social media marketing on e-commerce implementation and SMEs performance in Ibadan City Nigeria
title_fullStr	The role of social media marketing on e-commerce implementation and SMEs performance in Ibadan City Nigeria
title_full_unstemmed	The role of social media marketing on e-commerce implementation and SMEs performance in Ibadan City Nigeria
title_sort	role of social media marketing on e-commerce implementation and smes performance in ibadan city nigeria
granting_institution	Universiti Tun Hussein Onn Malaysia
granting_department	Fakulti Pengurusan Teknologi dan Perniagaan
publishDate	2022
url	http://eprints.uthm.edu.my/8510/1/24p%20LAWAL%20ABIDEEN%20AYOKUNMI.pdf http://eprints.uthm.edu.my/8510/2/LAWAL%20ABIDEEN%20AYOKUNMI%20COPYRIGHT%20DECLARATION.pdf http://eprints.uthm.edu.my/8510/3/LAWAL%20ABIDEEN%20AYOKUNMI%20WATERMARK.pdf
_version_	1776103362341634048

The role of social media marketing on e-commerce implementation and SMEs performance in Ibadan City Nigeria

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