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The Impact of Social Media on Small and Medium Scale Enterprises Customer Relationship Management in Nigeria

Edet, Emem Umoh (2021) The Impact of Social Media on Small and Medium Scale Enterprises Customer Relationship Management in Nigeria. Masters thesis, Dublin, National College of Ireland.

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Abstract

This study examines the impact of social media adoption on customer relationship management. The study proposed three objectives in a bid to solving the problem of the study; this includes to examine the social media adoption stages by SMEs owners in Nigeria; to ascertain whether SMEs owners in Nigeria possess the technology-know-how of social media adoption; to investigate the benefits SMEs owners in Nigeria derives having adopted social media platforms for customer relationship management. In solving the problem of the study, a qualitative approach was employed through a one-on-one interview with 5 selected SMEs owners in Lagos, Nigeria. The responses of the interview protocol was analysed using a thematic approach. The result of the study showed that the SMEs in Nigeria adopt social media in managing customer’s relationships; the study also revealed that SMEs owners possess adequate knowledge in utilising and fully implemented social media technologies in Managing customer’s relationships; and that SMEs owners who have adopted social media platforms in managing customer’s relationships benefits greatly among which includes expanded sales volume, increased customer-based, customer’s loyalty and among others.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Social Media Adoption; Customer’s Relationship Management; Small and Medium Scale Enterprises; Nigeria
Subjects: D History General and Old World > DT Africa
H Social Sciences > HF Commerce > Customer Service
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 Management
Depositing User: Clara Chan
Date Deposited: 10 Feb 2022 13:47
Last Modified: 10 Feb 2022 13:47
URI: https://norma.ncirl.ie/id/eprint/5411

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