Research Article

EFFECT OF SOCIAL MEDIA MARKETING ON THE PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN KADUNA METROPOLIS: MODERATING ROLE OF ENTREPRENEURIAL ORIENTATION

SABO SUNDAY1*, Ismail Tijjani Idris2, Sanya Ojo3, Iluno Ezinne Chinyere3, Timbuwak Samuel Achie3, Isaac Irene3
1 DEPARTMENT OF MARKETING FACULTY OF MANAGEMENT SCIENCES KADUNA STATE UNIVERSITY
2 Department of Business Administration, Ahmadu Bello University, Zaria
3 Department of Management Studies, Nigerian Defence Academy, Kaduna.
* Corresponding author: saboson2000@gmail.com
Published: Dec, 2025
DOI: 10.68022/kbmr.2025.ycmanfep
Pages: 167-181
Views: 13
Downloads: 4

Abstract

This study investigates the effect of social media marketing strategies on the performance of Small and Medium Enterprises (SMEs) in Kaduna Metropolis, with entrepreneurial orientation (EO) as a moderating variable. The research adopts a quantitative survey design, targeting 263 registered SMEs in the metropolis. Data were collected using structured questionnaires administered to SME owners and managers and analyzed using descriptive statistics, correlation, and multiple regression analysis with moderation. The findings reveal that social media marketing significantly enhances SME performance, improving customer acquisition, retention, and brand visibility. Entrepreneurial orientation was found to positively moderate this relationship, indicating that SMEs with higher levels of innovativeness, proactiveness, and risk-taking derive greater benefits from social media marketing strategies. The study concludes that social media marketing significantly enhances the performance of SMEs in Kaduna Metropolis. SMEs that actively engage in social media strategies experience higher sales, improved customer retention, and greater brand visibility. Additionally, entrepreneurial orientation plays a critical moderating role, strengthening the positive impact of social media marketing on firm performance. SMEs with higher levels of innovativeness, proactiveness, and risk-taking are better able to leverage digital marketing tools to achieve superior outcomes. It's recommended that owners and managers should actively invest in social media marketing strategies as a core part of their business operations.

Keywords

Entrepreneurial Orientation Kaduna Metropolis SME Performance Small and Medium Enterprises (SMEs) Social Media Marketing Moderating Effect

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How to Cite

SUNDAY, S., Idris, I. T., Ojo, S., Chinyere, I. E., Achie, T. S., & Irene, I. (2025). EFFECT OF SOCIAL MEDIA MARKETING ON THE PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN KADUNA METROPOLIS: MODERATING ROLE OF ENTREPRENEURIAL ORIENTATION. Kaduna Business and Management Reviews, 6(2), 167-181. https://doi.org/10.68022/kbmr.2025.ycmanfep

S. SUNDAY, I. T. Idris, S. Ojo, I. E. Chinyere, T. S. Achie, and I. Irene, "EFFECT OF SOCIAL MEDIA MARKETING ON THE PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN KADUNA METROPOLIS: MODERATING ROLE OF ENTREPRENEURIAL ORIENTATION," Kaduna Business and Management Reviews, vol. 6, no. 2, pp. 167-181, December 2025. doi: 10.68022/kbmr.2025.ycmanfep

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