The Impact of Social Media Marketing on Business Growth: Evidence from Nigeria

The focus on social media has been of interest to many business sectors, and companies use it in advocating for product’s promotion and advertising. This research investigated the impact of social media marketing on business growth with evidence from Nigeria. Data was gathered based on convenience sampling of 100 companies in Lagos, of which 482 usable questionnaires were collected from respondents. Data was analyzed using descriptive statistics, percentage, and t – test analysis. The findings revealed that social media marketing aid more sales as compared to when not used, flourish the business, help companies to easily reach their target customers at a faster pace, build a long term relationship with customers, provide an opportunity to both consumers and companies to communicate effectively and help companies to spread out their businesses for marketing campaign. Hence social media is seen as the most efficient and effective way of achieving business growth and effective performance.