IIARD International Institute of Academic Research and Development

IIARD International Journal of Economics and Business Management (IJEBM )

E-ISSN 2489-0065
P-ISSN 2695-186X
VOL. 10 NO. 8 2024
DOI: 10.56201/ijebm.v10.no8Sept.2024.pg45.66

---

Effect of Social Media on Business Growth of Selected Private Sector Organization in Nigeria

Nduka, Okwuchi Gospel, Ph.D. Akpan, Ifeyinwa Gift, Nnadi, Chikezie Sunday Onoh Ph.D.

---

Abstract

The study evaluated the effect of social media on business growth of selected private sector organization in Nigeria. The specific objectives are to: examine the effect of content creation on diversification and the effect of community building on market expansion of selected private sector organization in Nigeria. The study used the descriptive survey design approach. The primary source of data was the administration of questionnaire. A total population of 321 staff was used. The whole population was used due to small number. 266 staff returned the questionnaire and accurately filled. Data was presented and analyzed using Likert Scale and the hypotheses using Z – test. The findings indicated that Content creation had significant positive effect on product diversification, (SMEs), Z(95, n = 266), 7.756 < 10.331, p. <.05 and Community building had significant positive effect on market expansion of selected private sector organization in Nigeria Z(95, n = 266), 6.622 < 9.749, p. <.05. The study concluded that content creation and community building had significant positive effect on product diversification and market expansion of selected private sector organization in Nigeria. The study recommended among others that marketing department managers should be able to leverage social media in advertising the organization product. Also, employees are required to acquire digital skills that will help them to be relevant in the digital era.

keywords:

Social Media, Business Growth, Private Sector Organization, community building,

---

References:

Ads S., (2024) The Effect of Social media on Business Growth.
https://www.linkedin.com/pulse/effect-social-media-business-growth-adssquare-9lbcf
Agrawal K., (2024) Cultivating Connections: The Comprehensive Guide to Community Building
on Social Media. https://www.linkedin.com/pulse/cultivating-connections-comprehensiveguide-community-agrawal-rr4vf
Asehinde T., (2024) How to Use Social Media for Business Growth.
https://digitalmarketingskill.com/social-media-for-business-growth/
Attract C., (2024) Business Growth. https://www.attractcapital.com/business-growth.html
CFI T., (2024) Product Diversification. https://corporatefinanceinstitute.com/ resources/
management/product-diversification/
Gbandi E., Osasere G. and Iyamu O.G., (2022) The effect of social media marketing on the growth
of business: evidence from selected Small and Medium Enterprises (SMEs) in Benin City,
Nigeria. Journal of Enterprise and Development 4(1)DOI:10.20414/jed.v4i1.4918
Growzilla C., (2023) Why Community Building is the Most Important Asset of
Life?https://www.linkedin.com/pulse/why-community-building-most-important-asset-lifeheygrowzilla
Habes, M., Alghizzawi, M., Khalaf, R., Salloum, S.A., Abd. Ghani, M. (2018). The relationship
between social media and academic performance: Facebook perspective. International
Journal of Information Technology and Language Studies, 2(1), 12–18
Hayes A., James M. and Kazel M., (2024) What Is a Business? Understanding Different Types
and Company Sizes.https://www.investopedia.com/terms/b/business.asp
Hemingway J., (2024) Market Expansion: How to Create a Strategy that Drives Global Growth.
https://phrase.com/blog/posts/market-expansion/
Hoose F., Rosenbohm S., (2023) Self-representation as platform work: Stories about working as
social media content creators. Convergence: The International Journal of Research into new
media Technologies. 30 (1) https://doi.org/10.1177/13548565231185863
Huamin L., (2021) An Empirical study to determine the role of social media in the development
of business. Revista Argentina de Clínica Psicológica XXX, N°1,961-970 DOI:
10.24205/03276716.2020.2091
Iloanya O., (2024) How I Would Start A... Content Creation Agency. https://www.linkedin.com/
pulse/how-i-would-start-content-creation-agency-ofodile-iloanya-3xcwf
Jack P.K., and Akpan E.E., (2024) social media platform and business promotion: the prospect
and strategies. International journal of current innovations in education 7 (1) 37-48
Jones, R.(2019). Business Student Book 2. Pearson Education Limited.
Kelly R.C., and Reeves M., (2024) What Is the Private Sector? Definition and Business Examples.
https://www.investopedia.com/terms/p/private-sector.asp
Lopez, A. and Cuarteros, K. (2020). Exploring the effects of social media on interpersonal
communication among family members. Canadian Journal of Family and Youth, 12(1); 66-
80
Lyimo B.J., and William C., (2022) Social Media And Small Business Growth. Olva Deademy -
School of Researchers 4 (91) 96-103
Martens, S. (2020). The role of social media in public relations practice - a New Zealand
perspective. M.Cs Thesis, Auckland University.
Mason K., (2022)What is a Content Creator? And How Can You Become One?
https://www.siegemedia.com/creation/content-creator
Match P., (n.d) Product diversification: why and how to develop it. https://www.matchplat.
com/en/product-diversification-why-and-how-to-develop-it/
Mumi A., and Leemanonwarachai T., (2023) Social media adoption through product
diversification and market diversification: The dynamic capabilities perspective.
Humanities and Social Sciences Letters 11(2):238-248DOI:10.18488/73.v11i2.3389
Oladimeji, M. S. & Udosen, I. (2019). The Effect of Diversification Strategy on Organizational
Performance. Journal of Competitiveness, 11(4), 120–131.
https://doi.org/10.7441/joc.2019.04.08
Santiago E., (2024). The Ultimate Guide to Content Creation.
https://blog.hubspot.com/marketing/content-creation
Send P., (2024) Business Growth. https://sendpulse.com/support/glossary/business-growth
Soelaiman L.and Ekawati S., (2021) The Role of Social Media in Enhancing Business
Performance. Tenth International Conference on Entrepreneurship and Business
Management 2021 (ICEBM 2021) Advances in Economics, Business and Management
Research, 216
Study S., (2024) Business growth. https://www.studysmarter.co.uk/explanations/businessstudies/business-development/business-growth/
Yan L.and Musika C., (2018). The Social Media and SMEs Business Growth. https://www.divaportal.org/smash/get/diva2:1210927/FULLTEXT01.pdf

DOWNLOAD PDF

---

Back