Social Media, E-Commerce and Growth of SMEs in Lagos, Kaduna and Port Harcourt Cities in Nigeria

This study investigates the relationship between social media usage, e- commerce adoption, and the growth of small and medium-sized enterprises (SMEs) in Lagos, Kaduna, and Port Harcourt, Nigeria. Data were gathered through structured questionnaires and analyzed using multiple regression techniques. The results show that both social media usage and e- commerce adoption have significant positive effects on SME growth, while their combined implementation as social commerce generates additional synergistic benefits. Firm characteristics, such as size and age, further enhance the growth outcomes. A comparative analysis across cities reveals that SMEs in Lagos outperform those in Port Harcourt, with Kaduna showing slightly higher growth. These findings give policymakers and SME operators evidence to support infrastructure, capacity building, and digital adoption in order to promote sustainable business growth.