IMPACT OF SOCIAL MEDIA ADOPTION ON SALES PERFORMANCE OF MICRO-ENTERPRISES IN NORTH-WESTERN NIGERIA

Umaru Hussaini; Lawal Abubakar; and Ibrahim Ahmed Noma

IMPACT OF SOCIAL MEDIA ADOPTION ON SALES PERFORMANCE OF MICRO-ENTERPRISES IN NORTH-WESTERN NIGERIA

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Authors: Umaru Hussaini;<br> Lawal Abubakar;<br> and Ibrahim Ahmed Noma;<br>

Affiliations: Department of Banking and Finance, Waziri Umaru Federal Polytechnic, Birnin Kebbi. Nigeria

Corresponding Author: umaruk002@gmail.com

Published in: ESUI Business and Management Journal, Volume 3, Issue 3 (2026)

Pages: 1-13

ISSN: 1595-5656

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Status: Approved

License: Creative Commons Attribution 4.0 International

Abstract

This study examines the effects of social media platforms on micro-enterprise sales, focusing on Facebook, Instagram,
TikTok, and WhatsApp. A quantitative cross-sectional design was adopted, with 384 structured questionnaires
distributed electronically through Google Forms, yielding 316 usable responses. Data were analysed using Partial Least
Squares Structural Equation Modelling (PLS-SEM). The findings reveal that Facebook significantly and positively
influences micro-enterprise sales (β = 0.345, t = 5.370, p < 0.001, f² = 0.148), as do TikTok (β = 0.237, t = 3.434, p =
0.001, f² = 0.055) and WhatsApp (β = 0.288, t = 4.319, p < 0.001, f² = 0.088). Conversely, Instagram has no statistically
significant effect (β = 0.056, t = 1.036, p = 0.301, f² = 0.005). Collectively, the platforms explain 69.5% of the variance
in micro-enterprise sales (R² = 0.695). The study concludes that social media platforms have different effects on sales,
with Facebook, WhatsApp, and TikTok demonstrating significant relationships. Micro-enterprises should therefore
prioritise platforms demonstrating empirically supported sales effects while continuously evaluating platform specific
performance. However, the cross-sectional design, self-reported measures, electronic data collection, and focus on four
platforms limit causal inference and generalisability. Future studies should employ longitudinal or mixed method
designs, incorporate additional platforms, and examine contextual factors that may explain platform specific differences.

Keywords

Social Media, Micro-enterprises, Sales Performance, Digital Marketing, Social Media Platforms

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How to Cite

Umaru Hussaini; Lawal Abubakar; and Ibrahim Ahmed Noma; . (2026). "IMPACT OF SOCIAL MEDIA ADOPTION ON SALES PERFORMANCE OF MICRO-ENTERPRISES IN NORTH-WESTERN NIGERIA." ESUI Business and Management Journal, 3(3), 1-13.

Publication Timeline

Received: October 30, 2026
Accepted: October 30, 2026
Published: October 30, 2026
Last Updated: October 30, 2026

DC.Title: IMPACT OF SOCIAL MEDIA ADOPTION ON SALES PERFORMANCE OF MICRO-ENTERPRISES IN NORTH-WESTERN NIGERIA
DC.Creator: Umaru Hussaini; Lawal Abubakar; and Ibrahim Ahmed Noma; 
DC.Date.issued: 2026-10-30
DC.Source: ESUI Business and Management Journal
DC.Source.Volume: 3
DC.Source.Issue: 3
DC.Identifier: 107
DC.Language: en
DC.Type: Text.Serial.Journal
DC.Rights: Copyright (c) 2026 Umaru Hussaini; Lawal Abubakar; and Ibrahim Ahmed Noma; 
DC.Rights.License: CC BY 4.0
DC.Identifier.PDF: https://esuibusinessjournal.com/uploads/manuscripts/6ae4d39dca02f_IMPACT_OF_SOCIAL_MEDIA_ADOPTION_ON_SALES_PERFORMANCE_OF_MICRO_ENTERPRISES_IN_NORTH_WESTERN_NIGERIA.pdf