Review of Social Media as an Effective Marketing Tool for SMEs in North-Western Nigeria
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The study examines the benefits of using social media by small and medium enterprises (SMEs), how the SMEs can engage the customers and business for achieving their marketing objectives and the challenges pose to the SMEs in the adoption of the social media in North-Western Nigeria. The study is purely based on secondary source of data- Books, journals and other secondary data to examine the benefits, engagement and the challenges. Sample of four media platform namely- WhatsApp, Facebook, YouTube, and Instagram were used to highlight the engagement. The study reveals that social media is beneficial to SMEs performance, marketability, competitiveness and innovativeness, there numerous ways SMEs can engage their customers for achieving the marketing objectives and the emergence of social media about some marketing challenges to the SMEs. The study concludes that the use of social media by SMEs in the North-Western Nigeria, can lead to the improvement of the SMEs performance, marketability and competitiveness, and that SMEs in the study area need to address their performance, marketability and competition in the emergence social media environment.
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