SOCIAL MEDIA INFLUENCER’S AND SMEs PERFORMANCE IN OGUN STATE, NIGERIA.
This study examined the effect of social media influencer’s on SMEs performance in Ogun State, Nigeria. The research hypotheses were validated using the regression analysis. The data for the analysis were collected by the researcher using a questionnaire as the research instrument. The study used a...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Publishing House of Rzeszow University of Technology
2023-12-01
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| Series: | Modern Management Review |
| Subjects: | |
| Online Access: | https://journals.prz.edu.pl/mmr/article/view/1307 |
| _version_ | 1827394784554123264 |
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| author | Adeola E. ADETAYO Oludayo O. ARIYO |
| author_facet | Adeola E. ADETAYO Oludayo O. ARIYO |
| author_sort | Adeola E. ADETAYO |
| collection | DOAJ |
| description | This study examined the effect of social media influencer’s on SMEs performance in Ogun State, Nigeria. The research hypotheses were validated using the regression analysis. The data for the analysis were collected by the researcher using a questionnaire as the research instrument. The study used a random sample from the population of registered SMEs in the selected local government in Ogun State. From the result of the analysis, the study revealed that SMIs dimensions (authenticity and trustworthiness) have positive, significant and combine effects on SMEs performance with coefficient and p-value of β1 0.850=
(p-value<0.000) and β2 0.854= (p-value<0.000) at F-stat=5.943 (0.000) and adj. R2 = 0.605. Therefore, it is concluded that SMEs performance can be achieved using authenticity and trustworthiness of social media influencers. It is recommended that SMIs should be authentic and trustworthy in every of their deals which leads to increase in SMEs performance in terms of profitability and large market share. |
| first_indexed | 2024-03-08T18:18:07Z |
| format | Article |
| id | doaj.art-ea42722d890b4e2fa2560022bc116f77 |
| institution | Directory Open Access Journal |
| issn | 2300-6366 2353-0758 |
| language | English |
| last_indexed | 2024-03-08T18:18:07Z |
| publishDate | 2023-12-01 |
| publisher | Publishing House of Rzeszow University of Technology |
| record_format | Article |
| series | Modern Management Review |
| spelling | doaj.art-ea42722d890b4e2fa2560022bc116f772023-12-31T08:09:04ZengPublishing House of Rzeszow University of TechnologyModern Management Review2300-63662353-07582023-12-0128471510.7862/rz.2023.mmr.211307SOCIAL MEDIA INFLUENCER’S AND SMEs PERFORMANCE IN OGUN STATE, NIGERIA.Adeola E. ADETAYO0Oludayo O. ARIYO1Olabisi Onabanjo UniversityOlabisi Onabanjo UniversityThis study examined the effect of social media influencer’s on SMEs performance in Ogun State, Nigeria. The research hypotheses were validated using the regression analysis. The data for the analysis were collected by the researcher using a questionnaire as the research instrument. The study used a random sample from the population of registered SMEs in the selected local government in Ogun State. From the result of the analysis, the study revealed that SMIs dimensions (authenticity and trustworthiness) have positive, significant and combine effects on SMEs performance with coefficient and p-value of β1 0.850= (p-value<0.000) and β2 0.854= (p-value<0.000) at F-stat=5.943 (0.000) and adj. R2 = 0.605. Therefore, it is concluded that SMEs performance can be achieved using authenticity and trustworthiness of social media influencers. It is recommended that SMIs should be authentic and trustworthy in every of their deals which leads to increase in SMEs performance in terms of profitability and large market share.https://journals.prz.edu.pl/mmr/article/view/1307social media influencerauthenticitytrustworthinesssmes performance |
| spellingShingle | Adeola E. ADETAYO Oludayo O. ARIYO SOCIAL MEDIA INFLUENCER’S AND SMEs PERFORMANCE IN OGUN STATE, NIGERIA. Modern Management Review social media influencer authenticity trustworthiness smes performance |
| title | SOCIAL MEDIA INFLUENCER’S AND SMEs PERFORMANCE IN OGUN STATE, NIGERIA. |
| title_full | SOCIAL MEDIA INFLUENCER’S AND SMEs PERFORMANCE IN OGUN STATE, NIGERIA. |
| title_fullStr | SOCIAL MEDIA INFLUENCER’S AND SMEs PERFORMANCE IN OGUN STATE, NIGERIA. |
| title_full_unstemmed | SOCIAL MEDIA INFLUENCER’S AND SMEs PERFORMANCE IN OGUN STATE, NIGERIA. |
| title_short | SOCIAL MEDIA INFLUENCER’S AND SMEs PERFORMANCE IN OGUN STATE, NIGERIA. |
| title_sort | social media influencer s and smes performance in ogun state nigeria |
| topic | social media influencer authenticity trustworthiness smes performance |
| url | https://journals.prz.edu.pl/mmr/article/view/1307 |
| work_keys_str_mv | AT adeolaeadetayo socialmediainfluencersandsmesperformanceinogunstatenigeria AT oludayooariyo socialmediainfluencersandsmesperformanceinogunstatenigeria |