The Effect of Social Media on the Productivity of SMEs in Bauchi State

Abstract

This study delves into the profound impact of social media marketing on the organizational productivity of SMEs, with particular emphasis on A.A Waziri Ltd in Bauchi metropolis. The study’s specific objective was to scrutinize the extent to which WhatsApp influences the sales volume of A. A. Waziri Ltd. The research, being a survey type, administered a questionnaire to the entire 21 staff of A. A. Waziri, Bauchi, while linear regression was used for the purpose of data analysis. The findings underscored the pivotal role of WhatsApp in significantly influencing the profitability of A. A. Waziri Ltd. Additionally, WhatsApp usage is closely linked to the augmentation of sales volume for the organization. These outcomes illuminate the potency of social media marketing platforms in enhancing the productivity and competitiveness of organizations, emphasizing the need for strategic utilization of these platforms in contemporary business environments.