THE RELATIONSHIP BETWEEN SOCIAL MEDIA USAGE AND CUSTOMER REACH FOR MICRO, SMALL AND MEDIUM-SIZED ENTERPRISES IN ANAMBRA STATE

Abstract

The relationship between social media usage and customer reach for micro, small and medium
sized enterprises in Anambra State was examined in this study. This study made use of a survey 
research design and the population consisted of 1399 MSMEs from the study area and a sample 
size of 301 was arrived at using Krejcie and Morgan's formula. The questionnaire used for data 
collection was validated using face and content validity while the reliability was ascertained 
using the Cronbach Alpha technique (.873). The data analysis was carried out using both 
descriptive and inferential statistics and the hypotheses were tested at a 5% level of significance. 
The findings showed that social media usage has a statistically significant relationship with 
customer reach (r = .952; p-value = .000 < .05). Based on the findings, it was recommended that 
the usage of social media should no longer be taken unserious as it is assumed to, or seen as an 
avenue to only make friends, while away time and have fun, but needs to be taken as a place to 
meet new customers, close deals and expand the reach of the products and services of MSMEs in 
Anambra state