INCOME STRUCTURE

This study examined the influence of social media on the income structure of Small Businesses (SMEs) in Ekehuan campus, Benin City, Nigeria. The research focused on which social media platforms are most effective in influencing SMEs income structure, the shift from traditional sales channel to social media driven streams, how it is used to expand businesses, the challenges faced, and the strategies employed to overcome these challenges. A total of 109 respondents participated in the study. The findings revealed that social media has become a critical tool for SMEs in Ekehuan Campus with platforms such as WhatsApp Business, TikTok, Facebook and Instagram being the most preferred for business activities. A great number of respondents use social media daily or weekly to generate sales, customer engagement and create brand awareness all which contribute to expanding the business and making it known. Based on the findings, it is evident that social media plays a vital role in the growth and development of small businesses in Ekehuan campus. It serves as a powerful platform for engaging with customers, expanding market reach, and improving brand visibility. These benefits have enabled businesses to enhance their Marketing efforts, foster customer relationships, and achieve better competitive positioning in the market. However, the study also identifies several challenges, including time constraints, High advertising cost, difficulty in measuring ROI and lack of technical skills in managing social media activities.