EFFECTS OF SOCIAL MEDIA ADVERTISING ON SMALL SCALE BUSINESSES IN BUEA MUNICIPALITY
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Social media from the early 2000s had attracted a lot of attention from businesses and individuals to meet the respective needs. For effective business operations or sales, there is need for more development and improvement of products and easy access to the targeted market. This study investigated the effect of social media advertisement on small scale enterprises in Buea municipality. To meet up with the broad coverage of the study, the study was guided by 3 specific objectives which include; to determine the extent to which social media advertisement influence the growth of small-scale enterprises in Buea municipality, to examine if social media advertisement increases the sales of small-scale enterprises in Buea municipality and to ascertain if social media advertisement strengthen the bond between businesses and their customers. These objectives guided the formulation of the hypothesis. The study made use of primary data, collected through the administration of 80 questionnaires to respondents from small scale businesses in Buea. descriptive statistics was presented using tables and charts, while chi-square was employed for test of the hypothesis.
The findings of the study revealed that that social media advertisement has a significant effect on the growth of small-scale enterprises in Buea municipality. The study further revealed that social media advertisement significantly increased the sales of small-scale enterprises in Buea municipality, and that social media advertisement has strengthened the bond between small scale enterprises in Buea municipality and their customers. Thus, the null hypothesis of the study was rejected over the acceptance of the alternative hypotheses. The study recommended small scale enterprises in Buea to continue using social media advertisement as part of their marketing strategy and to utilize social media platforms like Facebook, Instagram, Twitter, and WhatsApp to engage with potential customers.