EFFECT OF SOCIAL MEDIA PLATFORMS ON THE PERFORMANCE OF E-COMMERCE BUSINESSES IN KEFFI LGA, NASARAWA STATE
Abstract
Social media platforms have reshaped e-commerce by providing tools to boost visibility, engagement, and sales. This study examined the effects of WhatsApp usage, Instagram reach, Facebook marketing, and TikTok views on e-commerce performance in Keffi Local Government Area (LGA), Nasarawa State, Nigeria. A descriptive survey design targeted 184 e-commerce businesses in Keffi LGA that had operated for at least one year and used at least one social media platform. Data were collected from 131 valid response using a structured five-point Likert scale questionnaire and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that WhatsApp usage significantly affected e-commerce performance (B= p = 0.013), accounting for 79.5% of the variance in performance (R2 = 0.795). In contrast,
Instagram reach (B = 0.124, p= 0.133), Facebook marketing (B= 0.089, p = 0.409), and TikTok views (B = 0.012, p = 0.937) showed no significant effects. The study concludes that WhatsApp is a key driver of e-commerce success in Keffi LGA, owing to its accessibility and engagement features. It recommends that businesses optimize WhatsApp's business tools to enhance customer engagement and sales. Furthermore, investing in digital marketing training to improve Instagram and Facebook strategies and developing engaging TikTok content is advised to enhance their effectiveness.
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