Small scale craft workers and the use of social media platforms for business performance in southwest Nigeria

Abstract The influence of social media cuts across human endeavors; notwithstanding, little is known regarding the experiences of entrepreneurs with social media and the dimensions of its influence on small scale business deeds. This study investigated the use of social media for business activity among craft entrepreneurs in southwest Nigeria. The study adopted quantitative and qualitative methods to elicit information from the respondents. Findings revealed that the respondents (74.0%) were familiar with major social media platforms and its relevance for business endeavors. However, lack of continuity with the platforms for business purposes was observed among the respondents as many of them have converted the platforms to personal use. Respondents attributed the loss of interest in the platforms to include; cost of maintaining the platforms; failure of the platforms to meet their professional demands; the prevalence of online fraudsters and network issues. Respondents may still need to be encouraged to appreciate the benefits of social media use for business as the usage has not translated to the expected business promotion. Policy makers and other stakeholders may also need to create a conducive atmosphere for the use of social media for business activities among entrepreneurs.