Effect of Promotional Activities on Organizational Performance of Selected Small and Medium Enterprises (SMES) in Somolu Local Government area, Lagos State
DOI:
https://doi.org/10.53797/anp.jssh.v6i2.9.2025Keywords:
Advertising, Organizational Performance, Personal Selling, Promotional Activities, Small and Medium Enterprises (SMEs), Social Media MarketingAbstract
This study investigates the effect of promotional activities on organizational performance of selected small and medium enterprises (SMEs) in Somolu Local Government Area, Lagos state. The aims are to determine the effect of social media marketing on selected SMEs performance, to investigate effect of adverterising on selected SMEs performance and to examine the effect of personal selling on selected SMEs performance in Somolu Local Government Area, Lagos State. The research employs a quantitative research design, specifically utilizing a cross-sectional survey approach with a sample size of 370. The research employs questionnaire as instrument of data gathering. The gathering data was presented with frequency count tables and percentage, while the result was analyzed using linear regression analysis. The study found that social media has a significant position effect on the performance of SMEs. Social media enhances customer relations, provides easy access to information, and helps business quickly adapt to changes. It also enables SMEs to gather valuables information, and about competitors, improve products and services, and strengthen customer support, resulting in increased sales and financial growth. The researcher recommended among other things that SMEs should incorporate social media metrics into their strategic planning to understand the link between social media activities and performance. Stakeholders, like policymakers and industry leaders, can promote initiate like training programs, workshop, or digital marketing grants. SMEs can enhance their advertising performance by receiving training and resources on effective techniques. Policymakers should promote initiativeslike workshops, finding, and partnerships with marketing agencies. Targeted advertising strategies and analysis of the best channels can optimize marketing efforts.
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Copyright (c) 2025 Osuolale Ibrahim Ololade, Rasaki Asanat Titilope, Safiya Sadiq, Sokunle Kafilat Abisoye
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