CHAPTER 1

INTRODUCTION

1.1 Background of the Study

Cognizance of the inevitable role of social media in our 21st century world, technology and

digital innovation has become the order of the day as every economy, organization, institution,

company and even small-scale Enterprises are all going digital. Facebook and Instagram has

grown both in depth and scope and this explains why one can hardly find a unique or singular

definition for it in the bulk of empirical literature recently developed around this novelty.

Facebook and Instagram platforms which are technological innovation systems are developed by

software engineers and function interactively with Information and Communication Technology

(ICT) gadgets like phones, tablets, computers, etc. The Facebook and Instagram platforms

existing are so many and differ in their uses. Though there exist different social media platforms

across different states and exploited differently by different individuals, some States have affix

huge regulations on the usage of these platforms.

Worthy of note is the fact that since the advent of the social media one can observe and state

without any iota of doubt that among the user-friendly social media platforms like Whatsapp,

Instagram, Skype, Facebook, tweeter, Snap-chat, YouTube, etc. Facebook remains one of the

most prominent social media platforms with a multitude of users. The stakeholders/actors

involve in the development, diffusion and exploitation of these platforms are but not limited to;

Software engineers, hardware engineers, states, International Organizations, big companies,

small and medium size Enterprises, Entrepreneurs, individuals, etc. For the sake of this study, we

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will focus on small-scale enterprise, entrepreneurs and individuals as active users of these

Facebook and Instagram.

The use of social media platforms is very varied and to a larger extent depend on who is using

them, where, when and for what purpose. But from the appellation social media one should have

a clue that irrespective of the diverse uses of social media one use is certain which are that of

bringing and connecting people from all spheres of life and geo-graphical zones of the world. It

is this primordial use and function of Facebook and Instagram that businesses, small scale

enterprises have capitalized on this novelty to exploit it for their benefits.

Given the additional advantage that Facebook and Instagram are more or less like a free market

with low penetration cost, entrepreneurs turn to use it as a cost effective medium for their small-

scale enterprises so as to create awareness, build interest and provoke the purchase of their

products and services. Irrespective of whatever you are producing or whatever services you are

offering, social media could be a window to exploit and make potential customers know directly

or indirectly about your value propositions. This is because, the power of social media lies on the

network it can create around a product and service while acknowledging the noisy nature of

these platforms from a communication perspective.

Small Scale Enterprises are the most embraced business models in Africa, breathing life into the

economy of the majority of developing and emerging economies across the globe. In Nigeria,

SMEs contribute 48% of national GDP, account for 96% of businesses and 84% of employment.

Yet, despite the sector’s huge contribution to the nation’s economy, its usage of new

technologies and ICT is poor. However, technological advancement is important in fostering

SMEs growth. In fact, the growth of SMEs is largely associated with several factors including

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but not limited to the use of Facebook and Instagram (Pentina et al., 2012). Thus, Facebook and

Instagram are of immense value to business. That said, however, there has not been a conclusion

on whether the use of Facebook and Instagram has direct effect on growth of SMEs (Kisato et

al., 2016). It has been noted that the fashion industry in Nigeria has recorded slow growth

compared to other SME sectors. It is further suggested that the SMEs’ growth would be boosted

by their embrace of ICT to position themselves in the market (KNBS, 2016). Obviously, ICTs in

general, and Facebook and Instagram, offer new marketing opportunities that could help fashion

SMEs increase their visibility and reach markets that could otherwise be difficult to reach

(KNBS, 2016). Being one of the fastest growing promotion platforms, Facebook and Instagram

use reflects a paradigm shift in the way business is being conducted. Businesses are shifting from

the use of one way, and static traditional media such as newspapers, radio, televisions, posters

and magazines to more interactive, and customers’ engaging narrowly targeted approaches

through information technologies (Pentina et al., 2012). However, while there is a huge weight

put on the use of facebook and instagram, the decision to use this new promotional tool among

SMEs is not automatic (Pentina et al., 2012). Abou-Shouk et al. (2013) argue that SMEs in

developing countries are normally slow in adopting and using Facebook and Instagram.

This study will critically analyze the use of Facebook and Instagram as a marketing tool for

small scale enterprises in the chosen area. The study will find out the level of usage of Facebook

and Instagram in promoting small scale businesses and analyze the limitations encountered by

the marketers in the use of Facebook and Instagram to promote their business.

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1.2 Statement of the Problem

Despite the advancement in technology in every part of the country, it has been observed that the

use of Facebook and Instagram of small-scale enterprises in low in Nigeria. Market woman

probably believe that their customer will always come to the market to buy from them, maybe

some find it difficult to operate smart phones and go through social media while some think it is

cost intensive to advertise their goods on Facebook and Instagram can be a tool for promoting

their business. It is therefore imperative to carry out this study to examine the use of Facebook

and Instagram in promoting of some scale business among these market women and create

awareness on the importance of using Facebook and Instagram as tool for promoting their

business.

1.3 Objectives of the Study

The following objectives will guide this study:

1. Identifying how Facebook and Instagram has been used within small scale enterprises in

Ogbakiri Market Women Enterprises.

2. To determine the effectiveness of Facebook and Instagram performance of small-scale

enterprises in Ogbakiri Market Women Enterprises

3. To Propose recommendations about the most effective social media tools on small scale

enterprises performance in Ogbakiri Market Women Enterprises.

1.4 Research Questions

1. What is the level of usage of Facebook and Instagram in small scale enterprises by

Ogbakiri Market Women Enterprises.

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 2. What is the effectiveness of Facebook and Instagram performance of small scale

enterprises in Ogbakiri Market Women Enterprises.

3. What are the most effective social media tools for small scale enterprises performance

in Ogbakiri Market Women Enterprises?

1.5 Significance of the Study

The findings of this study help the owners of small-scale enterprises understand the importance

of integrating social media marketing in their business. Social media networks, notably;

Facebook and Instagram are the most common platforms used by millions of people every day.

These platforms offer marketing options that can help small businesses market their products

over a huge audience under with a small budget. This has positive impacts as it enhances the

brand popularity of small businesses and enable them increase their sales.

The advent of social media has been a game changer in the approach to product marketing.

Experts in marketing for long have relied on traditional media channels to implement their

marketing plans. The Facebook and Instagram has totally disrupted the old odder of marketing

which is expensive and market specific. Social media marketing is the new way of brand

popularization. Marketing experts are well placed to be in business if they master the scope of

social media marketing and integrate it into their daily operations.

Social media marketing is a new marketing sector that has been actualized by advances in

technology. Existing laws and policies that regulate marketing operations are largely limited to

the traditional mediums of marketing. This study offers insights into the importance of social

media marketing and its impact on the performance of small businesses. The governments should

use the findings of this study as a reference for formulating new marketing policies and

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regulatory framework that will cover the social media platforms. In addition, the government can

also craft regulatory framework that will ensure fair use of social media marketing to benefit

small businesses.

Existing studies on social media marketing are limited to large corporations and multinationals.

This study focuses on the effectiveness of social media marketing on the performance of SME

businesses. The findings add to literature an important perspective of social media marketing.

This equally benefits the scholars and researchers in the field of marketing. The project can also

be used as a reference by future scholars in the subject of social media marketing.

1.6 Scope of the Study

This study is limited to the investigation of the use of Facebook and Instagram as a promotion

tool for small scale enterprises using an analysis Ogbakiri women enterprises. The study will be

carried out using descriptive survey method and the analysis for this study will be done using

mean and percentage.

1.7 Definition of Operational Terms

Small Scale Enterprise: A small scale enterprise is a business that is not large, in terms of its

size, scope of operation, financial involvement and the workforce involved. Most small-scale

enterprises are owned by one entrepreneur.

Social media: social media is a collective term for websites and applications that focus on

communication, community-based input, interaction, content-sharing and collaboration.

Facebook: Facebook is a popular free social networking website that enables users to share

information and photos and keep in touch with family and friends.

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Instagram: Instagram is a photo-sharing and social networking service. Users can take photos or

short videos and share them with their followers.

Ogbakiri Women: this refers to all business women in Ogbakiri community market during the

time of this study.

Promotion: Promotion is a marketing tool, used as a strategy to communicate between the

sellers and buyers. Through this, the seller tries to influence and convince the buyers to buy their

products or services. It assists in spreading the word about the product or services or company to

the people.

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 CHAPTER 2

REVIEW OF RELATED LITERATURE

This chapter is concerned with review of the literature that are related to the study. The review is

presented under the following headings

i. Theoretical framework

ii. Conceptual framework

iii. Empirical review

iv. Summary of literature review

2.1 Theoretical Framework

The theoretical framework of this study is made up of the Technology Acceptance Model

(TAM). This is based on the acceptance by societies of Technology and related information

systems and a Diffusion of Innovation theory and Technology Acceptance Mode.

2.1.1 Technological Acceptance Model

Although much research supports the Technology Acceptance Model (TAM), as an excellent

model to explain the acceptance of information systems (IS) and information technology (IT), it

is never-the-less questionable whether the model can be applied to analyze every instance of IS

& IT adoption and implementation. (Lee, Hsieh, & and Hsu 2011.) Many empirical studies

recommend integrating TAM with other theories like the: diffusion of innovation theory to cope

with rapid changes in IS/IT, and such to improve specificity and explanatory power (Carter &

Be’langer, 2005). The TAM has been widely used as the theoretical basis for many empirical

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studies of user technology acceptance and has partially contributed to understanding users’

acceptance of information systems (IS)/information technology (IT) (Taylor & Todd 1995).

As social media users in Nigeria are increasingly being exposed to c-commerce, their acceptance

of this new concept is also increasingly regarded as a critical factor (Amberg, Hirschrneier &

Wehrrnann, 2004; Heinonen & Strandvik. 2003). Although academic research on consumer

acceptance of mobile advertising is relatively new and thus still scarce, several studies have been

conducted in this field.

Researchers and practitioners alike strive to find answers to the problem of consumer acceptance

of new technological concepts by investigating individuals’ decisions on whether to adopt an

advertising application system that appear to promise substantial benefits. To this end it was

argued that studies of user perceptions and of understanding factors involved in promoting

effective use of these systems (Mun & Hwang 2003). It was however discussed in Lee, Hsieh

and Hsu, (2011) well known model that studies on TAM have become increasingly essential to

improve understanding and prediction of acceptance and utilization (Lau & Woods, 2008). Some

of previous empirical works sought to explicate the determinants and mechanisms of users’

adoption decisions based on the technology acceptance model (TAM) (Davis, Bagozzi, &

Warshaw, 1989). It was revealed, convention that the adoption process influences successful use

of technology systems is more often tenable (Karahanna, Straub, & Chervany, 1999).

More explicitly, the present study tries to observe the role of social media in the growth of SMEs

in Nigeria as stated earlier in the introductory section. This theory explains the level of adoption

of a new product in one’s immediate society. It looks at the various stages of growth of a product

or an idea. An innovation is “an idea, practice, or object that is perceived as new by an individual

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or another unit of adoption” (Rogers, 1995). Diffusion, on the other hand, is “the process by

which an innovation is communicated through certain channels over time among the members of

a social system” (Rogers 1995).

It was further asserted that diffusion of innovation theory stressed that “potential users make

decisions to adopt or reject an innovation based on beliefs that they form about the innovation”

(Agarwal & Prasad, 1999). It shows how it starts from the innovation, to growth, stage of

maturity and then it declines. It equally gives us the stage of adoption of the product from the

innovators to the early adopters, the early and late majority and finally the laggards. This theory

has four main elements which are innovation, communication channel, the time and social

system.

In this study, the purpose is to find out the rate of adoption and use of products advertised by

small scale enterprises in among Ogbakiri market women enterprises. This includes their various

reasons and how fast or slow the product has been adopted since 2020.

2.1.2 Diffusion Innovations Theory

Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers in 1962, is one of the oldest

social science theories. It originated in communication to explain how, over time, an idea or

product gains momentum and diffuses (or spreads) through a specific population or social

system. The end result of this diffusion is that people, as part of a social system, adopt a new

idea, behavior, or product. Adoption means that a person does something differently than what

they had previously (i.e., purchase or use a new product, acquire and perform a new behavior,

etc.). The key to adoption is that the person must perceive the idea, behavior, or product as new

or innovative. It is through this that diffusion is possible (Wayne, 2019).

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Adoption of a new idea, behavior, or product (i.e., "innovation") does not happen simultaneously

in a social system; rather it is a process whereby some people are more apt to adopt the

innovation than others. Researchers have found that people who adopt an innovation early have

different characteristics than people who adopt an innovation later. When promoting an

innovation to a target population, it is important to understand the characteristics of the target

population that will help or hinder adoption of the innovation. There are five established adopter

categories, and while the majority of the general population tends to fall in the middle categories,

it is still necessary to understand the characteristics of the target population (LaMorte, 2019).

When promoting an innovation, there are different strategies used to appeal to the different

adopter categories.

i. Innovators - These are people who want to be the first to try the innovation. They are

venturesome and interested in new ideas. These people are very willing to take risks, and

are often the first to develop new ideas. Very little, if anything, needs to be done to

appeal to this population.

ii. Early Adopters - These are people who represent opinion leaders. They enjoy leadership

roles, and embrace change opportunities. They are already aware of the need to change

and so are very comfortable adopting new ideas. Strategies to appeal to this population

include how-to manuals and information sheets on implementation. They do not need

information to convince them to change.

iii. Early Majority - These people are rarely leaders, but they do adopt new ideas before the

average person. That said, they typically need to see evidence that the innovation works

before they are willing to adopt it. Strategies to appeal to this population include success

stories and evidence of the innovation's effectiveness.

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 iv. Late Majority - These people are skeptical of change, and will only adopt an innovation

after it has been tried by the majority. Strategies to appeal to this population include

information on how many other people have tried the innovation and have adopted it

successfully.

v. Laggards - These people are bound by tradition and very conservative. They are very

skeptical of change and are the hardest group to bring on board. Strategies to appeal to

this population include statistics, fear appeals, and pressure from people in the other

adopter groups.

The stages by which a person adopts an innovation, and whereby diffusion is accomplished,

include awareness of the need for an innovation, decision to adopt (or reject) the

innovation, initial use of the innovation to test it, and continued use of the innovation (Singer,

2019).

2.2 Conceptual Framework

2.2.1 Concept of Social Media Marketing

Social media marketing are the online means of communication, conveyance, collaboration, and

cultivation among interconnected and interdependent networks of people, communities and

organizations enhanced by technological capabilities and mobility. (Tuten & Solomon, 2013) It

can be considered as a business use of selected social media channels to understand customers

and to engage them in communication and collaboration in ways that lead to the achievement of

ultimate marketing and business goals. (Roberts & Zahay, 2013) Traditional media, as in

newspapers and television programs, is still a popular and viable forum for advertising and

influencing consumer behavior. However, the reason social media is becoming more dominating

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for businesses are the ongoing, worldwide conversation through social media. Via social media,

consumers and businesses are more informed with real-time information and continuous social

feedback, making informed decisions and fewer mistakes in their decisions. Social media

marketing is stated to be the new level of integrated marketing communication. Instead of

providing mass media process (mostly one-way communication), social media represents two-

way communication between consumers. Seen as the digital version of word-of-mouth, social

media revived the old types of decision-making before mass media; it represents the

materialization, storage and retrieval of opinions between members of a family, friends,

neighbors, anybody talking about the same topic. Drawback of social media is the anonymous,

large-scale, ephemeral nature of Internet lead to difficulty in analyzing, interpreting and

managing social media content. Marketing communication in general, there has not been a very

clear academic definition of social media. According to Solomon (2012), social media is a shift

available for people to discover, read, and share news and information and content. It is further

explained that social media is a combination of sociology and technology, transforming

information flow from monologue (one to many) into dialog (many to many). (Michael & Greg,

Elnora, 2012) Theories of social media’s influence on an individual’s attitude or behavior are

explained by experts decade ago, some of them are Social Cognitive Theory, the Theory of

Social Presence and the Media Richness Theory, and the Three Laws of Media, namely Samoffs

Law, Metcalfs Law and Reed’s Law coined by Sarnoff, Meteaf and Reed respectively. For years,

the appearance of Social Media is all about socializing and sharing opinions. Usually, the

advantage of social media marketing is that it is fun, cost efficient and ecofriendly method

possible. A great number of businesses can build a network of supporters in a very short time,

then creating long-term relationship with customers and co-operators. This is also considered as

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a potential tool to build brand awareness, and other crucial activities for business marketing such

as researching consumer opinions, identifying opinion leaders, developing customer database,

driving traffic to brand web sites, spreading specific messages virally, increasing credibility in a

brand and enhancing a branding’s image, among others. Conversely, in order to get the best

result this kind of marketing application, consistent participation and engagement is required,

sometimes it may take a couple of years to achieve the result. Second issue is about the

unreliable return on investment (ROT) of social media. Yet according to Gillin (2009), when it

comes to cost as starting point, social media marketing worth for trying when compared to

traditional marketing campaigns. The third disadvantage is the lack of consensuses or guideline

for businesses to utilize this type of tools. Therefore, each business uses different way,

experimental approach to achieve their goal. The other challenge is about setting a clear

objective. The fact is that many businesses launch the social media campaign without a clear

strategic goal, following the ineffective performance of marketing campaign. (Gillin, 2009)

Briefly, setting objectives for the marketing campaign is compulsory to accomplish success in

social media marketing or any other type of marketing. Without a clear objective, result is unable

to be evaluated, measured and analyzed appropriately.

2.2.2 Concept of Small Scale Enterprise

A small scale enterprise is a business that is not large, in terms of its size, scope of operation,

financial involvement and the workforce involved. Most small scale enterprises are owned by oe

entrepreneur. Sometimes a small scale enterprise is said to be a firm that is independently owned

and operated and which is not dominant in its field of operation. In general, we should recognize

that a small scale business must have few employees, limited capital investment and small scale

operation (Nicholas, 1997). As far as the development of the rural and urban areas in Nigeria is

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concerned, the role of small scale enterprises cannot be under-estimated. The present

administration realizes the importance of these small scale ventures hence the various policies

being put in place to encourage their growth. The small scale businesses have the potentiality to

reduce the rate of unemployment in Nigeria and thus to contribute to the Gross Domestic Product

(GDP) and economic growth of the nation (Oshagbemi, 1983). The industrialized nations which

have attained technological advancement today owe their present position to the establishment of

small scale industries in the past. The small scale businesses served as pivot for technological

take off and self-reliance. In the commercial world, there are numerous kinds of business

undertakings. This varies from private enterprises to public corporations. A small scale enterprise

is defined as a business which is independent, small in size and often localized. Most small scale

businesses are operated by private individuals or group of individuals (Onuoha, 1944).

2.2.3 Concept of Content marketing

Content marketing is one of the trending marketing topics discussed nowadays by the specialists

and various companies. There are many theories of content marketing available on Internet and

printed sources. Most of them are quite similar so the author will list a few for discussion. Joe

(2014) suggests that viral content is a hyper-effective mechanism to expand one’s subjective lens

of one’s prior experiences. He proposes a theory that what makes people share a piece of content

is because viral contents “represent or uncover something pleasurable that we could never have

conceived with our own minds.” The tendency of an image, video, or piece of information to be

circulated rapidly and widely from Internet users has been rising steadily. (Joe, 2014)

Below is the definition demonstrated by the Content Marketing Institute and recognized by most

experts in international community of experts in marketing. “Content marketing is a marketing

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technique of creating and distributing relevant and valuable content to attract, acquire, and

engage a clearly defined and understood target audience — with the objective of driving

profitable customer action”. “Content marketing is the opposite of advertising. It is about

engaging consumers with the stuff they really want, in a way that serves your brand’s purposes

and ideals, rather than just trying to jam your logo into their periphery.” It is reaching the exact

consumers you want, instead of a vaguely defined demo. It is helpfully providing an experience

they want, instead of trying to distract them from the one they came for. In short, it is the very

evolution of advertising itself into something more effective, more efficient, and much less

odious (Keith Blanchard — Story Worldwide). Content marketing embodies an organization’s

core brand elements. It uses a variety of media formats such as text, video, photographs, audio,

presentations, c-books and infographics to tell your brand or company’s story. It appears on a

variety of devices including computers, tablets, smartphones and others. It’s distributed via

owned, third party and social media platforms and it provides measurable results through the use

of appropriate calls-to-action and promotional codes (Heidi Cohen — Riverside Marketing

Strategies). Nowadays, together with a rising blossom of social media, content marketing

strategy is becoming more influential since customers are raging with tons of spams and trash

email from traditional marketing. From that perspective, conventional marketing turns out to be

less effective. Meanwhile, via content marketing, customers are encouraged to be passionately

interactive. That is why content marketing is truly an art of grasping customers’ attentions and

offering them the approach to what they are currently interested iii and what they truly desire for.

Content marketing requires a handful of efforts much more than just couple of mailing words or

product posts. The more sophisticated a marketing message is prepared for the targeted audience,

the better outcome it will achieve. The most common content marketing types besides social

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media are newsletters, articles and blogs. Customers are critical towards what they read and see

on the Internet thus not only written materials are crucial but visual content marketing medium

are increasingly influential.

Additionally, content marketing provides customers with quality content, a solution to help them

understand the company profoundly. Marketers can gain customer’s engagement and come up

with various innovation through social interaction with audience.

2.2.4 Social Media

Social media has proven to be one of the most popular and affordable way to market a business.

The world of social media is rapidly growing over the years with the increase of new social sites

and networks. Social media comprises of online tools and applications that enable internet users

to share worldwide information, incidents, news, personal perspectives and media. These

platforms function to inspire virtual interaction and conversation between people. Based on their

functionality, these tools are classified into different categories such as social networks, blogs,

podcasts, and communities. In this section, the researcher aim to present a glimpse of the most

trendy social media channels.

Facebook: Undoubtedly, Facebook is the most favored social media site in the world over the

past half-decade that was founded in 2004 by Mark Zuckerberg. Preliminarily, Facebook was

designed to use within a range of university intranet to connect peers to peers. However, its

popularity kept spreading beyond the wall of school to reach over hundreds of nations worldwide

and make the world more open than ever. People consider Facebook as their own public profile,

showing their lifetime memories, and stay connected with friends, and family. Facebook allows

users to share photos, world news and communication tools such as Facebook messenger,

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Facebook video call. According to Facebook’s latest statistics, there were 1.09 billion daily

active users on average for March 2016 and approximately 84.2% of its active users residing

outside of the US and Canada. (Facebook Newsroom, 2016). Furthermore, Facebook also

provide social marketers with the most handy features that allow companies to create their own

Facebook pages and communication platforms where they can engage with the customers all

over the world. Via Facebook page, companies are capable of offering various special discounts,

benefits for their followers in order to maintain a robust customer relationship and expand its

page’s popularity. (Facebook 2016)

Twitter: Created in March 2006 by a group of friends Jack Dorsey, Evan Williams, Biz Stone,

and Noah Glass, Twitter’s popularity has been rising magnificently. According to Twitter’s

statistics in March 2016, Twitter has approximately 310 million active users globally. A majority

of Twitter users follow other companies, brands or celebrities on social networks. Besides that,

alike Facebook, Twitter also offers a unique marketing opportunity for companies. (Twitter

2016)

Instagram and Pinterest: Instagram is highly popular photo-sharing sites and considered as

showroom of thousands beautiful images revealing unforgettable moments, product, hobbies,

and lifestyle of users. These sites are connected that allow users to like and comment.

Lately, Instagram have over millions visitors monthly and are now integrated into company’s

social media marketing strategy for various digital marketing activities.

YouTube: YouTube is the world’s largest online video sharing community founded in 2005. It

provides a platform where millions of people can discover, watch and share originally created

videos for private or public viewing (YouTube, 2016). Currently, YouTube has reached over a

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billion users and people watch and upload hundreds of various videos daily. Many companies or

entrepreneurs have created their own YouTube channels where they display corporate

commercials, promotion videos related to their product and service. Users are normally attracted

to the videos with interesting and appaling contents. (YouTube 2016).

2.2.5 Digital Marketing

Digital marketing is a general theoretical term for a strategic, measurable and interactive

marketing or promotion of products and services by exploiting one or several forms of electronic

media such as internet, mobile phones, television and radio. The key goal is to increase the

popularity of a company’s brand, create familiar perception among the customers and boost sales

through marketing activities integrated digital medium. Much of the world’s business nowadays

is performed over digital platforms that connect business and customer. The enormous rise of

Internet users has essentially changed customers’ perception of convenience, rapidity, price, and

product information. We can easily ship any cargo much faster and more competitive price from

one continent to another. As a result, it has influenced on how the marketers create values and

maintain customer relationship. The use of Internet and other form of digital networks in

business has increased regularly. “According to an IBM survey of consumer digital media and

entertainment habits, audiences have more control and are increasingly wised up about filtering

marketing messages, with serious repercussions tin marketers, ad agencies, broadcasters and

publishers.” (Philip Kotler & Gary Armstrong, 2018) Dave Chaffey defines digital media as

digital technology platforms including the Internet, web, mobile phone, TV, IPTV and digital

signage, which allow the interactive communication among users. Essentially, digital marketing

is relatively similar to Internet marketing that represents the management and execution of

marketing using various electronic media such as social networks, e-mail, mobile phone, smart

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TV, and wireless media. There is a wide range ‘of access platforms and communication tools

that shape the virtual channels that companies or marketers use to advertise their business build

and nurture strong relationships with customers. Digital marketing is an instinctive, volatile and

innovative form of current marketing. Any marketers, who can pinpoint the latest trends, exploit

the power of digital media, develop profound strategy and execute measurable actions, are

destined to succeed. In practice, digital marketing consists of different subordinate approaches

such as e-mail marketing, mobile phone marketing, search engine marketing, content marketing,

social media marketing and any other form of digital media. Digital marketing strategy is

fundamentally an online channel marketing strategy thus it needs to be integrated with other

marketing channels to develop an effective multichannel marketing. By using digital form of

marketing, marketers are bound to accomplish several strategic advantages: market penetration,

market development, product development and diversification. Since 2012, there was a research

to see how widely used digital marketing strategies are. Only two-thirds to three quarters not

have a digital marketing plan. It seems that many companies are doing digital marketing without

a prioritized plan of activities to integrate online marketing.

According to Armstrong (2018), a proper Digital marketing strategy can be a success way to

promote brands, build preference and increase sales through various digital marketing

techniques.

i. Increase sale revenue and profit as well.

ii. Complete branding circle

iii. Avoid expensive long-term contracts that mean costs less and can give us the opportunity

to control and make changes in company’s campaign.

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iv. Capture the market through remarketing/retargeting

v. Gain trust through likings or feedbacks, comments. Get the ads featured on relevant sites.

vi. Exploit proper transparency to our advantage.

vii. Enjoy lower marketing cost. However, a good research and well-planned strategy is

needed in order to execute successful digital marketing activities.

2.2.6 Marketing Communication

Building and maintaining good customer relationship plays a key role in any business’s success.

Companies should be truly mindful and rational to propose their values, and communicate with

the customers. All marketing communication programs or activities need to be planned and

blended into thorough integrated marketing plan. Generally, marketing communications provides

means by which brands and organizations are presented to their audiences. The aim is to create

or stimulate a dialogue or conversation, interaction with audiences that could lead to a succession

of purchases or complete engagement. In short, marketing communication is an audience-

centered activity. The subject marketing communications have no universal definition, as there

are many interpretations of this. Most of the definitions only attend to the promotional outlook

that is using communications to persuade people to buy products and services. Until now, the

term “marketing communications” evolves a wider range of tools and media. Besides awareness

and persuasion, new goals such as enhancing the understanding and preference, reminding and

reassuring customers, those activities are considered as crucial aspects of the communications

effort of modem marketing. When it comes to direct marketing activities, latest trend is to

develop from mass to personal communication effort. A marketing communication or also called

promotional mix consists of the specific blend of advertising, public relation, personal selling,

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sales promotion and direct marketing tools that a marketer uses to persuasively communicate

customer value and build customer relationship (Kotler & Armstrong, 2012). The orientation of

marketing communications is transforming recently. Initially, it focuses on information and

promotion. As it is mentioned before, communications are used in purpose of persuading people

to purchase more through mass media communications. Rational and product-based information

is spotlighted. Nowadays, most of marketing communication activities are customer-oriented that

emphasizes the importance of effective mutual conversations and fulfill the desire of customer.

The five primary promotional tools are defined as follows:

i. Advertising: Any paid form of non-personal presentation and promotion of ideas, goods,

or services by an identified sponsor.

ii. Sales promotion: Shod-term incentives to encourage the purchase or sale of a product or

service

iii. Personal selling: Personal presentation by the firm’s sales forces for the purpose of

making sales and building customer relationships

iv. Public relations: Building good relations with the company’s various publics by

obtaining favorable publicity, building up a good corporate image, and handling or

heading off unfavorable rumors, stories, and events.

v. Direct marketing: Direct connections with carefully targeted individual consumers to

both obtain an immediate response and cultivate lasting customer relationships. (Kotler &

Armstrong, 2012)

22
Moreover, messages can be delivered to target audiences .by media, in which time and space can

be bought. Marketing distinct mixes could he identified for business-to-consumer (B2C) and

business-to-business (B2B) audiences. In B2C situation, market advertising is used to build

brand values, sales promotions are used to encourage customer actions, and public relations for

goodwill and interests about the company. In addition, personal selling is considered as the

essential tool in B2B markets and in retail environments. Yet direct marketing is very important

in the marketing mix. Then the rapid evolution of the Internet and related digital technologies has

significant change in the marketing communications approaches. Nowadays, there are plenty of

possibilities to reach target groups since social networks present more efficient and challenging

form of communication channel.

The role of marketing communications is all about promoting both the organization and its

offerings to enhance branding and maintain customer relationship. Different marketing

communication tools play a vital role in the marketing process and impact on audiences

purchasing decisions,

2.2.7 Consumer Preferences in Social +Media

By the year 2010, the social media became increasingly saturated as new competitors entered the

market flooding it with numerous varieties of utilitarian as well as lifestyle apps. In social

networking, Facebook is by far the most popular app, with MySpace trailing behind in part due

to its continuing popularity with teenagers. Linkedin also attracted a large number of users in the

age group of 25 to 44 The news and weather application category were dominated by The

Weather Channel, which was downloaded by 58% of the users surveyed. Amazon and eBay led

the shopping category with 57% and 41% respectively. Finally, the music category was fiercely

23
competitive with iTunes, Pandora, Sirius-XM, and Yahoo! Music all competing for the #1

position (Rakestraw et al; 2015.) Data collected by Flun-y in 2011 also revealed that games and

social networking apps, led by Face-book, continued to be the most popular app categories

among users. Flurry also discovered that users not only accessed game and social networking

apps more frequently but also for longer periods of time per session. Many users were apparently

accessing Facebook in order to play games available on that platform points to the overwhelming

dominance of this category of Smartphone apps (Newark-French, 2011). In 2010, the most

acknowledged choice for app publishers was the iPhone’s iOS operating system. However, other

operating systems such as Android, iPad, Windows Mobile and Symbian also enjoyed large

spikes in usage as the devices associated with them became more popular and developers

attempted to diversify their products accordingly. (Rakestraw, Eunni, & Kasuganti, 2013) In

2011, the emerging operating systems, especially Android and Microsoft’s Windows Phone 7,

were expected to gain in usage (Newark-French, 2011.). Microsoft has attempted to stimulate

developer interest in its platform by offering incentives to programmers to create pre-release

applications. Microsoft has also invested considerable resources in marketing its new product,

especially by encouraging favorable reports by technology reviewers. A breakdown of the

projected app developer support for 2011 as discussed in State of the app industry 2010 report.

Noticeably, most publishers were highly optimistic about the industry; with 31% believing

revenues would be more than double, and 17% predicting revenues would increase at least by 50

percent.

2.2.8 Revenue Generation from Social Media

24
There are various ways through which small scale enterprises can make huge revenue from

social media. One common practice is to release an app for free and generate revenues by

placing advertisements throughout the app’s user interface. When a user clicks an ad, revenue is

instantly generated for the app’s publisher. The advantage of this approach is that ads placement

is easy to set up and it allows the app access to a wider audience because it does not cost the user

any money. However, the amount of revenue generated per click is typically very low.

Moreover, users may refrain from using ah app if the advertisements are too intrusive

(Hermansson, 2013). Developers may also sell their apps for a predetermined price in an online

marketplace. In such cases, the platform owner, Apple or Google, charge a 30% royalty fee for

each app sold while the remainder goes to the developer. No fees are however charged by the

platform owner for the free apps. Some marketplaces also charge developers a one-time fee to

establish a publisher account. Android’s publisher accounts, for example, currently cost a

onetime fee of $20. This revenue generation method is straightforward and requires minimal

effort to set up. It is asserted that with so many apps available in the marketplace, competition is

intense. Acquiring enough customers to create a significant revenue flow could be difficult if the

app is not original, useful, or marketed creatively (Ralcestraw et al. 2015).

2.3 Review of Empirical Studies

The small scale enterprises play a significant role in economic development and employment for

a majority of countries in the world (Karanasios and Burgess, 2006). The same situation is

evident in Nigeria, whereby the economic growth is contributed by the small scale enterprises

(Chelliah et al, 2010; Hashim, 2015).

25
It was signified that the small scale enterprises contributed to about 97.3% of the total business

establishments and 33.1% of the country’s gross domestic product. Nevertheless, the small scale

enterprises are often haphazard, informal, intuitive, and unstructured characterized by change

and flexibility (Carson et a!., 1995; Hill and Wright, 2000). However, the social media could

potentially synergize valuable market intelligence to fill the small scale enterprises resource gap

and minimize uncertainties by leveraging their real-time market knowledge, resource-matching

ability, learning, and market capability (Atanassova and Clark, 2015).

Social media is defined as “a group of internet-based applications built on the ideological and

technological foundations of Web 2.0 and that allows for the creation and exchange of user-

generated content” (Kaplan and Haenlein, 2010). Social media platform includes social

networking tools (e.g., Facebook, Instagram, Twitter), professional networking sites (e.g.,

Linked In), media sharing sites (e.g., Ycutube), cornynerce communities (e.g., Amazon) as well

as blogs, and discussion forums (Agarwal and Yiliyasi, 2010).

The use of Facebook by the small scale enterprises as a part of their business strategies has been

a subject of study in a number of prior research. As highlighted by Bhanot (2012), among the

function of Facebook includes but not limited to for selling and buying, communication, business

transactions, promoting, innovation, problem-solving, customer care, human capital, information

technology as well as for leading the shifts in business culture. Apart from that, Facebook is also

used for promotions through the social network (Beloff and Pandya, 2010; Handayani and

Lisdianingmm, 2011), as well as online marketing (Cheng et a!., 2010). Facebook is not only

used for external communication with the customers but it is also used for internal

communication and communication as stated by Meske and Stieglitz (2013). Word-of-mouth

26
(WOM) is one method of promotion that should not be underestimated in telling customers of

the arrivals of new products and services. This is due to the fact that a shared experience is

important when it comes to making decisions by the customers (Gil-Or, 2010). Sometimes, the

WOM expressed in the social media is more powerful in influencing people’s decision on

whether to buy a product or use a service as compared to the information disseminated by the

enterprises themselves (Hyllegard et al., 2011). These are part of the underlying factors for small

scale enterprises owner to use the social media in promoting their business and services (Ainin et

at, 2015).

Nobre and Silva (2014) in their study have mentioned that having an appropriate social network

strategy is vital for the small scale enterprises as the social network is a mean for dissemination

of information in many different ways and for sociability to take a new direction. It is also

beneficial to these business owners due to its low costing in connecting these enterprises without

any barrier to the current and prospective customers (Hennig-Thurau et al., 2010). In the same

study, it was also mentioned that the Social network could be seen as being the “gate-keepers” to

transmit information, communicate, and being accessible to the customers. As put forward by

Becker et al. (2013), it has been widely accepted small scale enterprises business world that the

social network is providing us with a new way of communicating with the existing and

prospective customers. This will lead to reputation building and business image branding by

these enterprises.

2.4 Summary of Review of Related Literature

This study on the use of Facehook and Instagram for promotion of small scale enterprise using

ogbakri women entreprise as the case study is anchored on two theories: Technology Acceptance

27
Model (TAM) which is based on the acceptance by societies of Technology and related

information systems and a Diffusion of Innovation theory and Technology Acceptance Mode

which is based on the concept of relative advantage in the diffusion of innovation theory is

similar to the notion of the perceived use (PU) in TAM, and the complexity construct in

diffusion of innovation captures the perceived ease of use (PEU) in the technology acceptance

model. The review studied the concept of Concept of Social Media Marketing, Small Scale

Enterprise, Content marketing, Social media channels, Digital Marketing, Marketing

communication and Revenue Generation from Social Media. The literature review shows that

facebook and Instagram use in promotion of businesses have been widely used in large

businesses and have not been really utilized for small businesses.

28
 CHAPTER 3

RESEARCH METHODOLOGY

3.1 Research Design

According to Nnamdi Asika (2010) research design is the structuring of investigation aimed at

identifying variables and their relationship to one another, used for the purpose of obtaining data

to ensure that the researcher provides answers to the research questions. It is a scheme that serves

as a useful guide to the researcher in his efforts to generate data for the study. Based on the

above, the field survey design shall be utilized. The questionnaire and personal interview with

Ogbakiri market women will be used for data collection from chosen sample to evaluate the

Facebook and Instagram use in the promotion of small-scale businesses.

3.2 Population of the Study

Research population according to Osuala (2000) refers to the whole object for which a sample is

drawn. The proposed population target includes all market women in Ogbakiri kingdom found in

the following markets in Ogbakiri: Okporowo daily market, Rumu-Oro market, Oduoha market,

Rumuokani market and ikwikiri. The total population of market women is 201 (Field Survey,

2022)

Table 3.1: Population Distribution

29
S/N Markets No. of Market women

1. Okporowo daily market 43

2. Oduoha market 34
3. Rumu-Oro market 26
4. Rumuokani market 48
5. Ikwikiri 50
Total 201

Source: Field survey, 2022

3.3 Sample Size

According to Kombo and Tromp (2006), sampling is the process of selecting a number of

individuals or objects from a population such that the selected group contains elements

representative of the characteristics found in the entire group. Sampling is the process of

selecting a sample from a large group of items known as population. Sampling is fundamental to

the conduct of research and the interpretation of its results.

Therefore, the total sample size of the study will be used for the study because the size is

manageable

3.4 Sample Techniques

The sampling technique that will be used for this study is the convenient sampling technique.

The basis for the selection of the sample is hinged on the fact that the whole population cannot

be understudied, and that it will contain a fair representation of the population.

3.5 Data Gathering Instrument

1. Questionnaire

30
The questionnaire constitutes the major source of the primary data. It shall contain a list of

questions, which will be presented to 41 women selected using a convenient sampling technique

from the total population of the study area.

The questionnaire will be developed based on the variables of the study The questionnaire will

consist of two sections (A & B). Section A will be designed to obtain information on the

respondents’ demography (such as age, level of education, and community). While section B on

the other hand will consist of 20 questions to which respondents were meant to indicate their

level of agreement or disagreement based on the Likert scale (strongly agree, agree, strongly

disagree and disagree), section B also consists of 16 questions of Psychographic data which

include 7 likert scale question, 7 Yes/No and 2 open-ended questions.

In accordance, they will be requested to provide answers to the questionnaire which are specific,

unambiguous and written in simple language of English.

2. Interview:

This is an oral interview method of data collection will be conducted for some of the persons

who are not literate enough to understand the content of the questionnaire will be administered

oral interview in order to get more interaction and detailed information about Facebook and

Instagram usage in promoting small scale enterprise among Ogbakiri market women which

cannot be done with the use of a questionnaire.

3.6 Validity of the Instrument

Baridam (2015), defines validity as the extent to which a text measures what it is supposed to

measure. In order to determine the validity of the study, the instrument (the questionnaire) will

be submitted to the project supervisor for a critical assessment and for possible corrections and

inputs. This is to ensure that the items in the questionnaire adequately and appropriately

31
measured what the study intends to measure as the expert’s corrections will be reflected in the

final draft of the instrument.

3.7 Reliability of the instrument

Udegbo (2017), reveals that reliability refers to the degree of consistency of results obtained. In

order to determine the reliability of the instrument, the researcher will use test-retest technique to

test the reliability of the instrument. 20 respondents will be chosen from mile 3 market, Port

Harcourt, outside the scope of the study for a pretest of the questionnaire and this process will be

repeated in an interval of two weeks to see the similarities or differences between the two set of

responses from the same set of respondents. The first and second score of the distributed copies

of questionnaire will be calculated using Pearson’s Product Moment Correlation (PPM C).

3.8 Method of Data Presentation and Analysis

The instrument (structured questionnaire) will be administered to the respondents with the help

of two (2) Research Assistants who xviii be recruited and trained for the purpose. The purpose of

this approach will be to reduce the incidence of biased responses and unwillingness on the part of

the respondents, as they will be persuaded for compliance. Thus, the respondents will be made to

know the purpose of the study and will be encouraged to respond to the questions (items)

frankly.

The data gotten from the study will be presented in simple frequency tables for ease of

interpretation while analysis will be done in simple percentages and the Weighted Mean Score

(WMS).

ΣFN
Mean ( X̄ )=
N

32
 4+ 3+2+1 10
( X́ )= ¿ ¿ 2.5
4 4

For the interview data analyses will be interpretively and descriptively done on the responses

from the interview in line with the research question upon which decision will be reached, the

benchmark of the weighted responses will be 2.5 in analyzing the responses. A mean score above

2.5 will indicate a positive response while that below 2.5 will indicate a negative response.

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

This chapter is concerned with data analysis of research question under demographic data and
the likes, major findings and discussion of findings. Results are presented in line with the study
objectives and research questions. Out of two hundred one (201) questionnaires that were
administered to the respondents and all the questionnaires were returned, analyzed and reported.

Table 1: Distribution of market women by Age Group

Age Frequency Percentage

15-20 10 2.1

21-25 11 3.2

26-30 15 6.5

31-35 50 23.8

36-40 50 23.8

41-45 50 23.8

46 and above 15 6.5

Total 201 100

Source: Field survey (2022)

In terms of age distribution, Table 2 shows that most of the respondents are within the age
bracket of 21-25. This is connected to the fact that 11 respondents representing (3.2%) fall within

33
the age bracket of 21-25. Looking at the table very closely, we can see that about 10 respondents
representing (2.2%) fall within the age bracket of 15-20 years. Also, 15 respondents representing
(6.5%) fall within the age bracket of 26-30. 50 respondents representing (23.8%) fall within the
age bracket of 31-35. 50 respondents representing (23.8%) fall within the age bracket of 36-40.
50 respondents representing (23.8%) fall within the age bracket of 41-45 while 15 respondents
representing (6.5%) fall between the age bracket of 46 and above years of age. Going by this, it
can be projected that most of the respondents belong to active class because two ages (31-35, 36-
40, and 41-45years) had the highest frequencies represent (71.4%) of the total respondents.

Table 2: Community Status of Ogbakiri Women

Market No. of Market women Percentage

5. Okporowo daily 43 18.49
market
6. Oduoha market 34 8.76
7. Rumu-Oro market 26 4.76
8. Rumuokani market 48 33.04
9. Ikwikiri 50 35.5

Total 201 100

Source: Field survey (2022)

In terms of community status, Table 3 shows that 43 respondents with (18.49%) are Okporowo,
34 respondents with (8.76%) are Oduoha, 26 respondents with (4.76%) are Rumu-Oro, 48
respondents with (33.04) are Rumuokani while 50 respondents representing (35.5%) are
divorced. This result revealed that most of the respondents are Ikwikiri.

Table 3: Distribution of respondents by Educational qualification

Educational Frequency Percentage

Qualifications

34
 SSCE 190 70.5

OND/NCE 5 20.4

HND/B.SC 4 12.4

M.SC 2 7.1

Total 201 100

Source: Field survey (2022)

Table 4. shows that 108 respondents representing (70%) were SSCE holders, 5 respondents with
(20.4%) were OND/NCE holders, 4 respondents with (12.4%) were HND/B.SC holders while 2
respondents representing (7.1%) were Masters degree holders. These results revealed that most
of the respondents representing 219 (70.5%) are SSCE educated.

Table 4: What is the level of usage of Facebook and Instagram in small scale enterprises by
Ogbakiri Market Women Enterprises?

S/N Questionnaire items SA A D SD N X Remarks

I use facebook for creation of profiles
1. 3 18 100 80 201 3.61 Disagreed
that includes personal details to fast
track my market

I adapt to the use of Instagram to

2. 2 11 100 88 201 2.30 Disagreed
improve individual productivity and
enhance my market

I share information via pinterest in

3. 1 20 90 90 201 1.95 Disagreed
other to encourage my market

I adapt to reddit as a source of

4. 2 19 100 80 201 1.90 Disagreed
information to promote my market

I adapt to goggle hangout in

5. 34 61 108 94 201 2.12 Disagreed
conducting team meetings, such as
webinars conference to facilitate my
market.

Source: Field survey (2022)

From the table above, it is clearly shown that the respondents rejected the view of I use Facebook
for creation of profiles that includes personal details to fast track my market. I adapt to the use of
Instagram to improve individual productivity and enhance my market, I share information via

35
pinterest in other to encourage my market, I adapt to reddit as a source of information to promote
my market and I adapt to goggle hangout in conducting team meetings, such as webinars
conference to facilitate my market. This indicates that majority of the market women in Ogbakiri
are not into facebook and instagram.

Table 5: What is the effectiveness of Facebook and Instagram performance of small scale
enterprises in Ogbakiri Market Women Enterprises?

S/ Questionnaire items SA A D SD N X Remarks

N
6. Motivate and persuade people
97 88 25 87 297 1.00 Disagreed
through the use of facebook

7. Communicate information via 128 65 43 61 297 2. Disagreed

facebook to enhance my market

8. I motivate and persuade people Disagreed

60 36 121 80 297 2.25
through the use of instagram

9. Provide social marketers with the 165 77 33 22 297 3.30 Disagreed

most handy features that allow
companies to know their market
profile

10. Benefits for their followers in 79 108 61 49 297 2.73 Disagreed

order to maintain a robust
customer relationship and expand
its page’s popularity

Source: Field survey (2022)

The results on table 5 reveals that respondents Disagreed the views that motivate and persuade
people through the use of facebook, communicate information via facebook to enhance my
market, motivate and persuade people through the use of instagram, provide social marketers
with the most handy features that allow companies to know their market profile and benefits for
36
their followers in order to maintain a robust customer relationship and expand its page’s
popularity. This is an indication that effectiveness of Facebook and Instagram performance of
small scale enterprises in Ogbakiri Market Women Enterprises is very low.

Table 6. What are the most effective social media tools for small scale enterprises performance
in Ogbakiri Market Women Enterprises?

S/N Questionnaire items SA A D SD N X Remarks

16. Facebook is more effective 12 10 111 68 201 1.00 Disagreed

17. Instagram is more effective 5 10 117 69 201 1.02 Disagreed

18. None of the above mentioned 89 100 12 10 201 2.86 Agreed

social media tools is effective

19. No idea 100 60 20 21 201 3.0 Agreed

Source: Field survey (2022)

Table 6. From the table it is clear that the respondents disagreed the view that Facebook is more

effective, Instagram is more effective, and agreed that None of the above mentioned social media

tools is effective and they have no idea.

37
 CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

This study sought to investigate Facebook and Instagram use in promoting small and medium

scale businesses (analysis of Ogbakiri market women enterprises). This chapter presents the

summary of the findings of the study, conclusion and makes recommendations on possible areas

for further research

5.1 Summary

The findings of the study shows that;

 That most of the respondents representing 219 (70.5%) are SSCE educated;

 Most of the respondents belong to active class because two ages (31-35, 36-40, and 41-

45years) had the highest frequencies represent (71.4%) of the total respondents.

 Majority of the market women in Ogbakiri are not into facebook and instagram.;

 Effectiveness of Facebook and Instagram performance of small scale enterprises in Ogbakiri

Market Women Enterprises is very low.

 None of the above-mentioned social media tools is effective and they have no idea

38
5.2 Conclusion

The level of usage of Facebook and Instagram in small scale enterprises by Ogbakiri Market

Women Enterprises disagreed the respondent disagreed with the view of I use Facebook for

creation of profiles that includes personal details to fast track my market. I adapt to the use of

Instagram to improve individual productivity and enhance my market, I share information via

pinterest in other to encourage my market, I adapt to reddit as a source of information to promote

my market and I adapt to goggle hangout in conducting team meetings, such as webinars

conference to facilitate my market

Findings from research question two shows the effectiveness of Facebook and Instagram

performance of small scale enterprises in Ogbakiri Market Women Enterprises, the respondent

disagreed that motivate and persuade people through the use of Facebook, communicate

information via Facebook to enhance my market, motivate and persuade people through the use

of Instagram, provide social marketers with the most handy features that allow companies to

know their market profile and benefits for their followers in order to maintain a robust customer

relationship and expand its page’s popularity.

From the study it was concluded that the respondents disagreed the view that Facebook is more

effective, Instagram is more effective, and agreed that None of the above-mentioned social

media tools is effective and they have no idea

5.3. Recommendations

1. Training centre and program that can create sense of social media tools for the

advancement of their market should be created.

2. Awareness of the importance of facebook and instagram to market women should be

39
 made available by those in the community on how to utilize them to enhance their

business to reach more customers.

3. Government should organize enlightenment programme for market women on the

utilization of facebook and instagram to advance their ability for utilization of facebook

and instagram.

5.4 Suggestions for Further Study

1. Influence of Facebook and Instagram use in promoting small and medium scale

businesses (analysis of Ogbakiri market women enterprises)

2. Facebook and Instagram use in promoting small and medium scale businesses in Rivers

State.

40
 References
Pentina, A.koh, l. Anthony (2012), ' Adoption of social networks marketing by SMEs: Exploring
the role of social influences and experience in technology acceptance; International journal
of internet marketing and advertising, pp 65-82

Kisato, R, Iris, K and Roberto (2016). The cultural genogram: The business and management
review 8(4), pp 449-456, presented at the ABMR 6th international conference on business
and economic development.

Davis, Bagozzi & Warshaw (1989) ' User acceptance of computer technology: A comparison of
two theoretical models, 35(8) pp 982- 1003

Taylor and todd (1995)' Decomposed theory of planned behaviour.

Tuten and Solomon M. (2015)'The teaching of social media marketing. Marketing dynamism
and sustainability, pp 475-475

Oshagbemi (1983)’ pioneers in entrepreneurship and small business research: The academy of
management review

Rakestraw, Eunni, and kasugati(2013) ' the mobile apps industry: a case study. Research work.

Lau and woods (2008)' Understanding learner acceptance of learning objects: The roles of
learning objects characteristics and individual differences. British journal of educational
technology 40 (6) 1059- 1075

La Morte (2019) Diffusion of innovation theory, journal of business and management science

41
Mun and Hwang(2002)' predicting the use of web-based information systems: self- efficacy,
learning goal orientation, and the technology acceptance model. International journal of
human- computer studies 59(4) 431- 449

APPENDIX A

Department of Business Education,

Faculty of Education,
Rivers State University,
Nkpolu-Oroworukwo,
Port Harcourt.

6th October, 2022.

Dear Respondents

Request for Completion of Questionnaire

I am a Postgraduate student of the Department of Mass Communication, Faculty of Social

Sciences, Rivers State University, currently conducting a research on “Facebook And
Instagram Use in Promoting Small and Medium Scale Businesses (Analysis of Ogbakiri
Market Women Enterprises)”.
Please you are requested to fill in the necessary information that would help me in carrying out
the research successfully. The research is purely an academic exercise and all information given
will be treated in confidence.

Yours faithfully,

WELI, Chinweotuto Elspeth

DE: 2018/3985
(Researcher)

42
 APPENDIX B

Section ‘A’: Demographic Data

Please complete the following with capital letters in the appropriate boxes [ ].

What is your age range? (a) 15-20 (b) 21-30 (c) 31-40 (d) 41-50 (e) 51 and above

What is your educational qualification? (a) SSCE (b) OND/NCE (C) HND/BSC (d) MSC

What is your community? (a) Okporowo daily market (b) Oduoha market (C) Rumu-Oro market
(d) Rumuokani market (e) Ikwikiri

Section B: Research Instrument

Instruction: This questionnaire is rated on a four point rating scale; with responses raging from

strongly Agree (SA) = 4 points; Agree (A) = 3 points, Disagree (D) = 2 points; and Strongly

Disagree (SD) = 1 point. Please tick (√) where appropriate the response option you considered

applicable to your agency in each question.

S/N ITEMS RESPONSES

What is the level of usage of Facebook and Instagram in small SA A D SD
scale enterprises by Ogbakiri Market Women Enterprises
1. I use facebook for creation of profiles that includes personal details to
fast track my market
2. I adapt to the use of Instagram to improve individual productivity and
enhance my market

43
3. I share information via pinterest in other to encourage my market
4. I adapt to reddit as a source of information to promote my market
5. I adapt to goggle hangout in conducting team meetings, such as
webinars conference to facilitate my market.
What is the effectiveness of Facebook and Instagram performance SA A D SD
of small scale enterprises in Ogbakiri Market Women
Enterprises?
6. Motivate and persuade people through the use of facebook
7. Communicate information via facebook to enhance my market
8. I motivate and persuade people through the use of instagram
9. Provide social marketers with the most handy features that allow
companies to know their market profile
10. Benefits for their followers in order to maintain a robust customer
relationship and expand its page’s popularity
What are the most effective social media tools for small scale SA A D SD
enterprises performance in Ogbakiri Market Women Enterprises
11. Facebook is more effective
12. Instagram is more effective
13. None of the above mentioned social media tools is effective
14. No idea

44