Determinants of use of social media platforms for service and product promotion by Micro and Small Scale Enterprises (MSEs) in ondo city Nigeria

Abstract

The use of social media has continued to grow in popularity, especially among the youths. Outside its use for entertainment, news and social relations, its use for service and product promotion, especially among micro and small scale enterprises (MSEs), has not been widely studied. Using the framework of Technological Adoption Model (TAM), this study examined the predicators of the social media use for service and product promotion among micro and small scale enterprises (MSEs) in Ondo city, Nigeria. Forty eight micro and small scale enterprises (MSEs) located in Ondo city in Ondo state, Nigeria, were selected. The quantitative (Survey) and qualitative (In depth Interview –IDI) methods were adopted. Data were collected with the questionnaire and IDI guide and analyzed using descriptive and inferential statistics. Results show that perceived relative cost advantage, wider reach, good network and steady power supply, ease of use, youthful age and high academic background are positively related to the adoption of social media platforms for service and product promotion among the study participants. Improving the quality of services from network service providers and basic ICT skills training for MSE owners will further boost the adoption.