SOCIAL MEDIA

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.

This study was to carry out a comparative study on the impact of social on the political mobilization and public opinion: a case study of the Nigerian 2023 presidential election. The study was necessary to examine how impactful social media was on political mobilization and public opinion a case study of the Nigerian 2023 presidential election. The study adopts the investigative survey research method. The research instrument was a well-structured questionnaire. The questionnaire was validated by the project supervisor for final correction. The reliability test was carried out using the test re-test method to arrive at a value that was reliable. Questionnaires were administered and answers offered were collated and analyzed using the frequency count, mean and standard deviation, while regression analysis was used to test for hypothesis. Findings from the study revealed that social media was impactful on the political mobilization and public opinion a case study of the Nigerian 2023 presidential election, it will help ordinary Nigerians understand how social media affected the 2023 presidential election; it will reveal both negative and positive effects of social media on political mobilisation and public opinion