THE EFFECT OE SOCIAL MEDIA ON THE PEREORMANCE OF MICRO. SMALL AND MEDIUM SCALE ENTERPRISESING WALE LOCAL GOVERNMENT AREA OF KANO STATE
Abstract
ABSTRACT
The study investigated the influence of social media on the performance of MSMEs in Gwale Local Government Area of Kano State. The study was guided by three objectives. The study used quantitative research method and adopted a survey research design. The study was underpinned by Innovation Diffusion Theory. The population of the study will cover Small and Medium Scale Enterprises in Gwale Local Government Area of Kano State. One manager and one owner making a total of 100 were randomly selected to consistitute the same size, questionnaire was used as the instrument for data collection. The data collected was analysed using descriptive statistics and regression and ANOVA were used to test the hypotheses of study. The findings revealed that there was a strong positive correlation between social media posts and brand awareness (p-value
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