INFLUENCE OF INSTAGRAM MARKETING ON SME SALES PERFORMANCE IN SOUTHWEST NIGERIA
Keywords:
Social media, Instagram Marketing, Sales Performance, Digital Marketing, Small and Medium Enterprises (SMEs)Abstract
This study examines the influence of Instagram marketing on the sales performance of small and medium enterprises (SMEs) in Southwest Nigeria, with a focus on the effectiveness of platform utilization, marketing activities, and advertising strategies. The research adopted descriptive survey design, population of the study comprise all the SMEs in Southwest, Nigeria. Using stratified random sampling technique, quantitative data was obtained using structured questionnaire from 200 SMEs. The findings reveal that Instagram usage exerts a significant positive effect on sales performance, with marketing activities and promotional campaigns emerging as strong predictors of customer engagement and revenue growth. However, the results also indicate that high levels of engagement do not automatically translate into sustained sales, highlighting the importance of strategic alignment, content relevance, and conversion-oriented practices. Furthermore, the explanatory power of the models suggests that while Instagram plays a critical role, other contextual and operational factors continue to shape SME performance. The study contributes to the growing body of literature on digital marketing in developing economies by providing empirical evidence on the conditional effectiveness of Instagram as a business tool. It concludes that SMEs can enhance performance outcomes by adopting a more integrated and data-driven approach to social media marketing.
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