Effects of Marketing Variables on Adoption of Social Media as Promotional Tool by Small Businesses in the Federal Capital Territory, Abuja

The growth of internet access and mobile phone use has linked millions of potential customers into a network that offers businesses significant market opportunities with minimal marketing expenses. The impact of marketing factors on the uptake of social media as a promotional tool by small enterprises in FCT, Abuja, was investigated. A survey research design was employed, using questionnaires as the means for data collection. Information was gathered from 438 owners and managers of small businesses in Abuja. Structural partial least square equation modeling was utilized to analyze the data. The findings revealed that competitor influence, customer influence, and compatibility all had a positive but insignificant effect on social media adoption in FCT, Abuja. The research indicated that social media platforms should work to enhance their compatibility with various devices, operating systems, and browsers. This entails refining their user interfaces, features, and functionalities to guarantee a smooth experience across different platforms. By simplifying access and engagement with social media on users' preferred devices, compatibility can have a positive effect on adoption rates.