SMALL SCALE BUSINESSES

This research examines the role of Instagram as an advertising platform for promoting small-scale businesses. With its vast user base and visual-centric format, Instagram has become an increasingly popular medium for businesses to reach potential customers. This study presents the findings from a comprehensive field survey conducted in 2023, investigating the effectiveness of Instagram in business promotion, user perceptions, and the convenience of its advertising platform for buying and selling..The survey collected responses from 250 participants covering demographics, Instagram usage patterns, and attitudes towards the platform's role in business promotion. The results indicate a balanced gender distribution among respondents, with the majority falling between 15 and 30 years old. A significant portion of participants reported being single and having diverse educational qualifications. Regarding Instagram usage, the survey highlighted that approximately half of the respondents were frequently on the platform, with a significant percentage using it as a primary shopping destination. The findings further indicated that a notable proportion of respondents viewed Instagram as an effective platform for promoting small-scale businesses, emphasizing its impact in generating awareness and reaching potential customers. However, concerns about the authenticity of goods and services emerged, with almost half of the respondents expressing reservations about the platform's consistency in delivering what was advertised. Additionally, a considerable number of participants acknowledged that the effectiveness of Instagram in business promotion may be affected by factors like hacked social media accounts, raising questions about security and trustworthiness. Despite the mixed perceptions, the study revealed that Instagram's advertising platform is perceived as convenient for buying and selling, primarily attributed to its user-friendly interface, direct shopping features, and seamless integration with various payment options. In conclusion, Instagram has shown significant potential as an effective advertising platform for small-scale businesses, benefiting from its visual appeal and influencer marketing strategies. However, addressing concerns regarding authenticity and security will be critical in sustaining its effectiveness in the long term. The research provides valuable insights for businesses seeking to leverage Instagram's potential and lays the groundwork for future investigations into the evolving landscape of social media-driven business promotion.

This study assesses the impact of small scale businesses on job creation using Ugbowo area in Benin City, Edo State as a case study. Four research questions were raised to guide the study. The population comprised of 11, 879 registered SMEs, from which a sample of 99 was determined using the Taro Yamme formula. Respondents were selected using the convenient sampling technique. A descriptive survey research design was adopted for the study. Data was collected using a structured questionnaire and analyzed using descriptive (frequency count, simple percentage, mean and standard deviation) and inferential statistics (Wilcoxon signed ranked test) and hypotheses were tested at 0.05 level of significance. The reliability of the instrument was determined using the Cronbach alpha statistics and it yielded a coefficient of 0.85. Results showed that skill development significantly influenced job creation capacity of SMEs (p =.00) and small scale businesses significantly contributed to job creation (p = .02). Challenges faced by SMEs include limited access to skills development and training programs, complex regulatory environment, inadequate infrastructure and access to adequate financing. The study concluded that small-scale businesses significantly contribute to job creation and employment in Benin City, Edo State, however small businesses are faced with challenges in fulfilment of this objective. It recommended that policy-makers should as a matter of necessity address the issue of complex regulatory environment, endevour to prioritize the issue of infrastructural deficits which has plagued the nation for so long, small business owners should avail themselves of opportunities to improve and develop their knowledge and capacity in other to enhance their competitiveness.