Effect of Social media marketing adoption on the market performance of small businesses in Plateau state

Notwithstanding the growing importance of digital platforms, many small businesses in Plateau State struggle to translate social media marketing adoption into tangible market performance gains. This study investigated how relative advantage, management support, and customer pressure influence the adoption of social media marketing and its subsequent effect on market performance. Using a quantitative approach, data were collected from 388 business operators across the state. Data analysis and hypothesis testing were conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings revealed that, all the three adoption components were supported, and therefore, have positive and statistically significant effects on market performance. Customer pressure had the strongest positive effect on market performance, followed by management support and relative advantage. Collectively, these results implies that, while internal elements such as relative advantage and management support are also important influencing factors, customer-driven pressures overwhelmingly exert the strongest influence on market performance among small businesses in Plateau State. Based on these results, it is recommended that; to improve market performance, small business owners in Plateau State should leverage customer pressure by communicating social benefits, invest in training, and allocate resources in achieving superior market performance. Policymakers should also design targeted interventions that will assist SMEs leverage customer pressure as a catalyst for digital adoption to faster increased sales growth and the overall market competitiveness.