CHAPTER ONE: INTRODUCTION
1.1 Background to the Study
Social media platforms have transformed marketing strategies, enabling small and medium scale enterprises (SMEs) to reach wider audiences with limited resources. In Nigeria, particularly in Warri, Delta State, platforms such as Facebook, WhatsApp, TikTok, and Instagram are widely used for business purposes (Vinay, Sheela, & Nikesh, 2022). These platforms provide opportunities for businesses to engage with customers, promote their products, and foster brand loyalty. Small and medium scale enterprises (SMEs) particularly benefit from social media due to its cost-effectiveness and wide reach (Wayan, Muhdarc & Arif, 2022). In Warri, Delta State, SMEs are increasingly leveraging social media platforms like Facebook, WhatsApp, TikTok, and Instagram to promote their products and services, engage with customers, and enhance customer satisfaction.
Social media marketing refers to the use of social media platforms to promote products or services, engage with customers, and build brand loyalty. For SMEs, social media marketing offers numerous advantages, including lower marketing costs, direct customer interaction, and the ability to reach a global audience. Platforms such as Facebook and Instagram allow businesses to create targeted advertising campaigns, while WhatsApp enables direct communication with customers. TikTok, with its short-form video content, provides a unique way for businesses to engage creatively with their audience (Vinay et al., 2022).
Customer satisfaction is a critical determinant of business success, influencing customer retention, loyalty, and word-of-mouth referrals. For SMEs, maintaining high levels of customer satisfaction can be challenging due to limited resources and competition from larger enterprises. However, effective social media marketing can significantly enhance customer satisfaction by providing timely responses to inquiries, personalized marketing messages, and engaging content (Yilun, 2022).
Warri, a commercial hub in Delta State, Nigeria, has seen a surge in the use of social media for business purposes. SMEs in this region are adopting various social media strategies to connect with their customers and differentiate themselves from competitors. The increasing internet penetration and mobile phone usage in Nigeria have further accelerated the adoption of social media marketing among businesses in Warri. Recent trends indicate a growing reliance on video content, influencer partnerships, and interactive features to engage customers on social media platforms. However, SMEs in Warri face challenges such as limited digital marketing skills, inconsistent internet access, and the need for effective content strategies. Understanding the impact of social media marketing on customer satisfaction can help SMEs optimize their marketing efforts and achieve better business outcomes (Anam, Talat & Shafique, 2019).
As social media continues to evolve, it presents both opportunities and challenges for SMEs in Warri, Delta State. By leveraging the strengths of platforms like Facebook, WhatsApp, TikTok, and Instagram, SMEs can enhance customer satisfaction, build stronger relationships with their customers, and ultimately drive business growth. This study aims to explore the specific impacts of social media marketing on customer satisfaction among SMEs in this region, providing valuable insights for business owners and marketers.
1.2 Statement of the Problem
In the rapidly evolving digital age, social media has emerged as a powerful tool for marketing and customer engagement. Small and medium scale enterprises (SMEs) in Warri, Delta State, Nigeria, are increasingly adopting social media platforms such as Facebook, WhatsApp, TikTok, and Instagram to reach their customers, promote products, and build brand loyalty (Cheung et al., 2021).
Despite the growing adoption of these platforms, there is a significant gap in understanding how social media marketing influences customer satisfaction among these enterprises. Many SMEs invest time and resources into creating and managing their social media presence without a clear understanding of its impact on customer satisfaction. This uncertainty can lead to inefficient use of resources and missed opportunities for improving customer relationships and business performance. Moreover, the specific dynamics of social media marketing's impact on customer satisfaction in the context of Warri’s socio-economic environment remain under-explored. Factors such as internet accessibility, digital literacy, and cultural preferences might influence the effectiveness of social media marketing strategies (Anam et al., 2019).
Therefore, this study aims to fill this gap by investigating the relationship between social media marketing and customer satisfaction among SMEs in Warri, Delta State. and overall business success.
1.3 Research Questions
The research questions are:
1.Does the frequency of social media marketing on Facebook influence customer satisfaction among SMEs in Warri, Delta State?
2.Does the use of personalized marketing messages on WhatsApp impact customer satisfaction among SMEs in Warri, Delta State?
3.Does engagement through interactive content on TikTok correlate with higher customer satisfaction for SMEs in Warri, Delta State?
4.Does the visual appeal of marketing campaigns on Instagram affect customer satisfaction among SMEs in Warri, Delta State?

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