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Research Article
Vol. 6, Issue 2
EFFECT OF SOCIAL MEDIA MARKETING ON THE PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN KADUNA METROPOLIS: MODERATING ROLE OF ENTREPRENEURIAL ORIENTATION
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 structure...
