Abstract:

This study examined social media marketing as a tool for SME brand performance using a case study of selected SME’s operating within Ibadan, Oyo State, Nigeria. The objective of this study was to examine the various concepts of social media marketing and how it drives SME brand performance. The population of the study consists of all employees who are engaged in the operations of the selected SMEs. The sample size of 109 was arrived at using the random sampling method of Yamane (1967). Primary data was gathered using a well-structured questionnaire. The study used descriptive type of survey design while t-statistics was adopted for hypotheses testing. The result of the study revealed that social media marketing has significant effect on the performance of SMEs operating within Ibadan, Oyo State, Nigeria. The study analyzed data collected through the use of statistical package for social sciences (SPSS). In view of the findings, the study concludes that it is essential for SMEs to understand how to utilize social media to connect with consumers and establish a brand through connections. Additionally, it is critical for effective brand performance, enhancing their ability to adapt to a changing and demanding corporate environment and technology in order to maximize performance. The study therefore recommends that for maximum productivity, employees of the firm must be trained and exposed to social media skills and effective management of the firms’ social media accounts, this will improve brand awareness and the level of technology adoption