The effectiveness of social media marketing. A case of Lagos Nigeria

Ikenna Franklin Eze, Ephias Ruhode, Chux Iwu

Research output: Contribution to journalArticlepeer-review


Small businesses are drivers of any economy because of their capacity to, among others, provide employment to the people and the owners. Their extinction will greatly affect a nation. This study focused on small enterprises in Lagos, Nigeria and how social media is deployed in them. The study is necessary because most small enterprises in Nigeria do not make it past the first few years of operation. Perhaps the adoption of social media by small businesses in Lagos may create extra opportunities for their growth. A questionnaire was employed to collect data from participants since it was less expensive and allowed for huge amounts of data to be gathered in a short amount of time. This study shows that the majority of small enterprises in Nigeria employ social media to promote their goods and services. Most business owners confirmed that the platform is efficient when applied in business. The findings also reveal that some enterprise owners are still yet to implement social media marketing into their advertising plans. Some implications and recommendations are flagged.
Original languageEnglish
Pages (from-to)255-271
Number of pages17
JournalHarvard Deusto Business Research
Issue number2
Publication statusPublished - 1 Sept 2021


  • social media
  • small businesses
  • business owners
  • social media marketing
  • small enterprises
  • goods and services
  • the people


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