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The Emergence of Social Media and Its Impact on SME Performance

The Emergence of Social Media and Its Impact on SME Performance

Ignatius Ekanem, Kayode Samuel Erukusin
Copyright: © 2021 |Pages: 15
ISBN13: 9781799890201|ISBN10: 1799890201|EISBN13: 9781799890218
DOI: 10.4018/978-1-7998-9020-1.ch046
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MLA

Ekanem, Ignatius, and Kayode Samuel Erukusin. "The Emergence of Social Media and Its Impact on SME Performance." Research Anthology on Strategies for Using Social Media as a Service and Tool in Business, edited by Information Resources Management Association, IGI Global, 2021, pp. 919-933. https://doi.org/10.4018/978-1-7998-9020-1.ch046

APA

Ekanem, I. & Erukusin, K. S. (2021). The Emergence of Social Media and Its Impact on SME Performance. In I. Management Association (Ed.), Research Anthology on Strategies for Using Social Media as a Service and Tool in Business (pp. 919-933). IGI Global. https://doi.org/10.4018/978-1-7998-9020-1.ch046

Chicago

Ekanem, Ignatius, and Kayode Samuel Erukusin. "The Emergence of Social Media and Its Impact on SME Performance." In Research Anthology on Strategies for Using Social Media as a Service and Tool in Business, edited by Information Resources Management Association, 919-933. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-9020-1.ch046

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Abstract

This study aims to critically analyze the emergence of social media (SM) and its impact on Small- and Medium-sized Enterprise (SME) performance. This study employs a qualitative methodology for gathering information which has been able to provide clear insights, good quality, and rich data from the direct source. The evidence from this study suggests there is a relationship between the growth of a company's market share and the adoption of social media. There is also evidence that SM helps to improve sales figure, brand image and awareness. The findings in this study also suggest that SM helps to improve communication between companies and customers. The main implication of these findings is that SMEs should be encouraged to establish their presence on different social media networks in order to enhance their performance.

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