IMPACT OF SOCIAL MEDIA PLATFORM ON SALES PERFORMANCE OF MICRO AND SMALL BUSINESS IN MAIUGURI

This study examines the impact of social media platforms on the sales performance of micro and small businesses in Maiduguri. Social media has become an essential tool for marketing, customer engagement, and product promotion, particularly for businesses with limited capital. The study aims to identify the social media platforms commonly used by micro and small businesses, assess how these platforms influence sales performance, and determine the challenges faced in their use. A descriptive survey research design was adopted, with questionnaires administered to 110 micro and small business owners in Maiduguri. Data collected were analyzed using descriptive statistics such as frequency counts and percentages, as well as inferential statistics to test the research hypothesis. Findings reveal that WhatsApp and Facebook are the most widely used platforms, and social media usage significantly improves customer reach, engagement, and sales performance. However, challenges such as high internet costs, lack of digital skills, and high competition limit the effectiveness of social media marketing. The study concludes that social media is a vital tool for improving sales performance in micro and small businesses. The study recommends digital skill training, consistent online engagement, use of paid advertisements, and improved internet access to maximize the benefits of social media for business growth. Keywords: Social Media, Sales Performance, Micro and Small Businesses, Customer Engagement, Maiduguri