Influence of Social Media Marketing Strategies on Micro, Small and Medium-Sized Enterprises (MSMEs) Sales Performance in Abuja Municipal Area Council

Abstract

This study examined the influence of social media marketing strategies on the sales performance of Micro-, Small and Medium-sized Enterprises (MSMEs) in Abuja Municipal Area Council (AMAC), Nigeria. The study was anchored on Technological Determinism Theory and the Resource-Based View Theory. A quantitative survey research design was adopted. The population comprised MSMEs operating within AMAC, with an estimated population of 613,492 based on data from the Small and Medium Enterprises Development Agency of Nigeria (SMEDAN). A sample size of 399 respondents was determined using Taro Yamane’s formula at a 5% margin of error, while stratified and simple random sampling techniques were employed. Data were collected using a structured questionnaire and analysed using frequencies, percentages and multiple regression analysis with SPSS. The findings showed that WhatsApp, Instagram and Facebook were the major social media platforms used by MSMEs for marketing. The regression analysis further revealed that social media marketing significantly and positively predicted sales performance (β = 0.687, t = 12.268, p < .001), explaining 53.9% of the variance in sales growth (R² = .539). Customer engagement was also found to be relatively high, particularly through direct messages, comments, shares and responses to promotional content. However, high internet/data costs, poor connectivity, limited digital skills and difficulties in creating quality content were identified as major challenges. This study concludes that social media marketing is a significant strategic tool for improving MSME sales performance. The study recommends that MSMEs strengthen their strategic use of social media, improve customer engagement, develop digital marketing capabilities and adopt cost-effective approaches to overcoming technological and financial constraints.