INFLUENCE OF YOUTUBE MEDIA MARKETING ON BUSINESS PERFORMANCE IN NIGERIA

J. C. Ihemeje, Kabir Adeniyi Yagboyaju, Ezekiel Olukayode Adeleke, Mary Majiyebo Bob Alli

Abstract


Social media gives people the opportunity to share information, makes the world more open and connected through the instrumentality of Facebook, twitter and You-Tube. The paper examined YouTube social media Practices and small business performance in Umuahia Nigeria. The study employed survey research design, the instrument of Likert scale questionnaire and multiple regression analysis as methods of investigation. The result showed that negative/significant effect of social media on business performance. The paper recommended that Small business should minimize the use of social media and provide guidelines on the use of social media by the employees.


Keywords


Facebook, Youtube, Social Media, Marketing,Twitter, small business performance.

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References


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