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The role of social media marketing on the business performance of agricultural SMEs - A case study of four agricultural SMEs in Southwest Nigeria

Gimba, Faith Jemimah (2021) The role of social media marketing on the business performance of agricultural SMEs - A case study of four agricultural SMEs in Southwest Nigeria. Masters thesis, Dublin, National College of Ireland.

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Abstract

This study evaluated the role that social media marketing plays on the business performance of agricultural SMEs in Southwest Nigeria. This study aimed at understanding the extent to which social media has been used in the marketing of agricultural products, promotion, brand visibility, customer interaction, and sales turnover in SMEs in Southwest Nigeria. This study used the survey research design through use of semi-structured interview questions from four agricultural SMEs in the Southwest region of Nigeria. To analyze the information collected from respondents, the study employed the triangulation of data because it helps to strengthen the source of data and show the reader the credibility of the research. The adoption of social media marketing, especially through Facebook, Instagram, and Twitter, was found to enhance the business performance of agricultural SMEs in Southwest Nigeria, especially with regards to their sales turnover, brand visibility, customer interaction, promotion, and advertisement. This study concluded that adopting social media marketing as a strategy for business helps in improving the efficiency of agricultural SMEs and must be encouraged by policymakers to ensure maximum productivity.

Item Type: Thesis (Masters)
Subjects: D History General and Old World > DT Africa
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Agriculture Industry
H Social Sciences > HF Commerce > Marketing > e Marketing
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks

H Social Sciences > HD Industries. Land use. Labor > Small Business Sector
Divisions: School of Business > Master of Science in International Business
Depositing User: Clara Chan
Date Deposited: 04 Mar 2022 10:58
Last Modified: 04 Mar 2022 10:58
URI: http://norma.ncirl.ie/id/eprint/5519

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