Social Media Marketing as a Correlate of Small-Scale Business Profitability in Obio-Akpor Local Government Area
Abstract
The study investigated Social Media Marketing as a Correlate of Small-Scale Business Profitability in Obio-Akpor Local Government Area. The study was carried out in Port Harcourt, Rivers State. Three specific objectives were posed, three research questions were answered and three null hypotheses were tested at 0.05 level of significance. The study adopted correlational design. The population of the study was 3120 registered small and medium scale businesses in Obio-Akpor Local Government Area. Taro Yamane formula was used to determine the sample size of 399. Self-structure questionnaires developed by the researcher titled “Social Media Marketing” (SMM) and “Small-Scale Business Profitability (SSBP) was used by the researcher. The Instrument was validated by experts in the field of the study (Business Education) and one in Tests and Measurement. Pearson Product Moment Correlation (PPMC) was used to determine the reliability of the instrument and a coefficient index of 0.83 and 0.76 was obtain. Which indicates that the instrument is reliable. Pearson’s Product-Moment Correlation Coefficient (PPMC) statistics was used to answer the research questions and hypotheses. Findings from the study revealed that there is very weak negative correlation between X (Twitter) marketing and small-scale business profitability in Obio-Akpor Local Government Area. While there is a very weak positive correlation between TikTok and Pinterest marketing and small-scale business profitability in Obio-Akpor Local Government Area. Based on the findings the researcher recommended among others that business owners should use trending hashtags related to the business niche to increase visibility, small scale business owners should use create entertaining and engaging short videos on TikTok showcasing products, services, and behind-the-scenes business activities.
