Chapter One — 1.1 Background to the Study

Over the past decade, the relationship between social media marketing and business survival rate of small and medium enterprises (smes) has become a subject of considerable debate among scholars and industry practitioners alike, particularly within the context of Kwara State where operating conditions differ markedly from more developed markets.

Kwara State presents a useful setting for examining this relationship precisely because the conditions there — structural, regulatory, and behavioural — differ from those typically assumed in the broader literature, most of which draws on evidence from more developed economies.

1.2 Statement of the Problem

While social media marketing is widely discussed in policy and industry circles, empirical evidence on its actual effect on business survival rate of small and medium enterprises (smes) within Kwara State remains sparse and, in places, contradictory. This lack of localized, rigorous evidence makes it difficult for decision-makers to know with confidence whether current approaches to social media marketing are helping or hindering business survival rate of small and medium enterprises (smes) — a gap this study sets out to close.

1.3 Objectives of the Study

1. To examine the effect of Social Media Marketing on business survival rate of small and medium enterprises (smes) in Kwara State.
2. To assess the extent to which social media marketing influences business survival rate of small and medium enterprises (smes) within the study area.
3. To identify the challenges associated with social media marketing in relation to business survival rate of small and medium enterprises (smes).
4. To recommend strategies for optimizing social media marketing in order to improve business survival rate of small and medium enterprises (smes).

1.4 Research Questions

1. What is the effect of social media marketing on business survival rate of small and medium enterprises (smes) in Kwara State?
2. To what extent does social media marketing influence business survival rate of small and medium enterprises (smes) within the study area?
3. What challenges are associated with social media marketing in relation to business survival rate of small and medium enterprises (smes)?
4. What strategies can be adopted to optimize social media marketing in order to improve business survival rate of small and medium enterprises (smes)?

1.5 Significance of the Study

Beyond its academic contribution to the field of entrepreneurship, this study has practical value for management teams within Kwara State seeking to understand how social media marketing translates into measurable outcomes around business survival rate of small and medium enterprises (smes). It is equally useful to students and future researchers looking for a localized empirical reference on this relationship.

1.6 Scope of the Study

In terms of scope, this study confines itself to Kwara State, focusing specifically on how social media marketing relates to business survival rate of small and medium enterprises (smes) within that setting. Findings are interpreted within these boundaries rather than as universal claims applicable to every organization or market.