Social Media Advertising and Patronage of Micro, Small and Medium Enterprises (MSMEs) in FCT, Abuja
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This study examined the relationship between social media advertising and patronage among small and medium-sized enterprises (SMEs) in the Federal Capital Territory (FCT), Abuja. The study was anchored on the AIDA theory. A mixed-methods research design was adopted, involving a questionnaire administered to 380 respondents and semi-structured interviews with six participants comprising SME owners and customers. Quantitative data were analysed using frequencies, percentages, means and standard deviations, while qualitative data were analysed thematically. The findings indicate that SMEs in the FCT, Abuja, use social media platforms such as WhatsApp, Instagram, Facebook and TikTok for advertising, although the frequency of use varies across businesses. Customer engagement with social media advertising was also uneven, suggesting that regular posting alone may not guarantee sustained customer interaction. The findings further indicate that social media advertising was associated with generally favourable levels of customer patronage, although the extent of patronage varied across businesses. Major challenges identified included difficulties in creating engaging content, high internet and data costs, low customer engagement, limited digital marketing knowledge and difficulties in building trust online. The qualitative findings supported these results, indicating that content quality, posting consistency, platform choice and customer trust influence the effectiveness of social media advertising. The study concludes that social media advertising offers useful opportunities for SME promotion and customer patronage. It recommends that SMEs improve their digital marketing skills, adopt more consistent advertising practices and receive greater support in accessing affordable internet services and digital resources.
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