Digital Strategies and Operational Efficiency of Small Businesses in North Central Nigeria

Abstract

In the dynamic landscape of business operations, Small and Medium-sized Enterprises (SMEs) in Nigeria are increasingly turning to digital strategies to enhance their operational efficiency. This study aims to comprehensively investigate the influence of two prominent digital platforms, Facebook and YouTube, on key aspects of SME performance in North Central Nigeria. The specific objectives of this research are twofold. Firstly, the study evaluates the impact of Facebook advertising on SMEs' customer patronage in Nigeria. As social media continues to dominate the digital sphere, understanding how Facebook advertising contributes to customer acquisition and retention is crucial for SMEs striving to stay competitive in the market. Secondly, the research seeks to ascertain the impact of YouTube on SMEs' customer satisfaction in Nigeria. With the rise of video content consumption, especially on platforms like YouTube, it is essential to investigate how SMEs leverage this medium to enhance customer satisfaction and loyalty. To achieve these objectives, a mixed-methods approach was employed, incorporating surveys and interviews to gather quantitative and qualitative data from a sample of SMEs in North Central Nigeria. Data analyses involved ANOVA statistical techniques to assess the relationships between digital strategies, customer patronage, and satisfaction. The findings of this study provided valuable insights into the effectiveness of Facebook advertising and YouTube as digital tools for SMEs in North Central Nigeria. Ultimately, the research contributes to the broader understanding of the role of digital strategies in shaping the operational efficiency of SMEs, offering practical recommendations for businesses, policymakers, and academics alike