DEPARTMENT OF BUSINESS ADMINISTRATION

This study examines the transformation of marketing practices from traditional approaches to digital strategies, with particular emphasis on the role of social media platforms in contemporary business environments. The research explores how technological advancements and evolving consumer behavior have shifted marketing communication from conventional channels such as print media and television to interactive, data-driven online platforms. It highlights the growing importance of social media as a strategic tool for brand promotion, customer engagement, and market research. The study further analyzes the unique features and contributions of major platforms, including Facebook and Instagram for targeted advertising, Twitter for real-time engagement, and LinkedIn for business-to-business (B2B) networking. Drawing on recent global statistics, the research underscores the extensive reach of social media, noting its rapid adoption and increasing influence on marketing outcomes. Findings suggest that social media has become indispensable for modern marketers, offering cost-effective, measurable, and highly targeted communication opportunities. The study concludes that businesses must strategically integrate social media into their marketing frameworks to remain competitive, enhance customer relationships, and achieve sustainable growth in an increasingly digitalized marketplace.

Many Small and Medium Scale Enterprises‟ (SMEs) operators make use of the social media platforms for sharing pictures of themselves in social events. Their lack of information on the influence of the social media platforms on their sales performance may be responsible for their poor adoption of social media platforms for business purpose. The study examined the relationship between social media platforms and sales performance of SMEs in Benin City. The study adopted a survey research design. The population of the study was made up of operators of SMEs in Benin City, Nigeria. The sample size was 357. Questionnaire was the main research instrument. The data were generated using Google online survey, while the data were analysed using descriptive and inferential statistics through the SPSS Version 20.0. The findings showed that social media adoption, viral marketing, and social media customer relationship management had significant relationship with sales performance. Social media search engine optimisation had a non-significant relationship with sales performance. All the social media platforms variables had positive relationship with sales performance of SMEs in Benin City.Social media adoption had the highest positive coefficient on the sales performance of SMEs in Benin City, while social search engine optimisation had the least positive coefficient on the sales performance of SMEs in Benin City. There was a moderate correlation between social media platforms and the sales performance of SMEs in Benin City. The Pearson correlation revealed that all the social media variables (social media adoption, viral marketing and social customer relationship management) had linear relationship with sales performance. It was concluded that SMEs require much efforts in social media platforms. It was recommended that the SMEs should use the social media to promote their merchandise; leverage on the benefits of viral marketing; use search engine optimisation technology to enable customers to search and see their products online; and complement physical customer relationship with the social media customer relationship management.

Thus study examines the impact of job stress on employees’ performance in tertiary institutions in Edo State,using the University of Benin as a case study. The research explores key stress factors, including workload-related stress,role ambiguity,lack of job control, and interpersonal conflicts,and assesses their effects ok employee productivity,motivation,and job satisfaction. A structured questionnaire was distributed to academic and non-academic staff with data analyzed using SPSS. Results indicate a significant negative correlation between job stress and employee performance,with excessive workload and workplace conflicts being major contributors. Employees experiencing high stress levels reported reduced efficiency,lower job satisfaction, and increased exhaustion. However coping mechanisms such as time management,supervisor support, and short breaks were found to mitigate stress effects. The study recommends organizational policies that enhance job clarity,workload balance,and supportive workenvironments to improve employee well-being and productivity.