Evaluating the Influence of Social Media Marketing on the Performance of Small Businesses in Birin Kebbi, Kebbi State, Nigeria

Abstract

Small businesses have faced significant challenges in advertising their products and services through traditional media outlets and newspapers due to high costs, movement restrictions during the pandemic, and advancements in technology. This shift has led to a growing acceptance of digital marketing strategies. On the basis of the forgoing, this paper examines the influence of social media marketing on the performance of small businesses in Birnin Kebbi, Kebbi State, Nigeria. Utilizing survey data collected from a sample of 242 participants and applied Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the relationships between various dimensions of social media marketing—including email marketing, content marketing, and search engine optimization (SEO)—and key performance indicators for small businesses. The findings revealed that email marketing significantly enhances small business performance while social media marketing was found to negatively affect performance. Additionally, the content marketing and SEO did not show significant impacts on small businesses in Birnin Kebbi. Based on the findings from the study, small businesses should prioritize email marketing to enhance performance by fostering strong customer relationships through personalized content. To mitigate the negative effects of social media marketing, a more strategic and targeted approach is needed, ensuring alignment with business goals and customer preferences. This includes refining audience targeting, optimizing posting frequency, and improving interaction quality. Although content marketing and search engine optimization did not show significant impacts, businesses should integrate these elements into a comprehensive marketing strategy that complements email and social media initiatives.