Social media marketing and the growth of thrift vendors in Ovia North East

This study investigates the impact of Social Media Marketing (SMM) on the growth of thrift vendors in Ovia North East, Edo State. The primary objective was to examine how SMM influences business promotion, customer perception, customer engagement, and sales growth among thrift vendors. A survey design was adopted, targeting thrift vendors who actively use WhatsApp, Instagram, and Facebook. One hundred (100) questionnaires were distributed using purposive sampling technique. Data were analyzed using descriptive statistics and regression analysis. The findings reveal that SMM significantly enhances business visibility (Mean=4.85) and customer reach. Customers hold positive perceptions of online thrift vendors (Mean=3.67), which regression analysis confirmed significantly affects business growth (p = .000). SMM strategies strongly influence customer engagement and sales growth (Grand Mean=4.46). However, vendors face challenges including poor internet access (Mean=4.48), high advertising costs (Mean=4.18), and limited digital marketing skills (Mean=3.70). The study concludes that Social Media Marketing is essential for thrift vendor growth in Ovia North East. It is recommended that government and network providers improve internet accessibility, while organizations should provide subsidized digital skills training for informal sector operators