Pages: (128-140 )
Abstract
The use of social media platforms has become an integral part of the daily lives of individuals, which has propelled business owners to employ the use of such platforms to reach their customers as well as gaining new customer. The use of social media platforms by businesses has engendered significant research interest, with mixed findings. Hence, this study seeks to examine the influence of the use of social media platforms (Facebook, Tiktok, WhatsApp and Instagram) on Nano enterprises resilience in Ondo State. The study adopted a survey research design. The study’s population consisted of all nano enterprises owners in Ondo State, while the sample size includes 384 nano enterprises owners in Ondo State, Nigeria. The Findings revealed that that Facebook usage (2.462, P-value <0.05) Whatsaap usage (2.713, P-value <0.05) and Instagram usage (1.550, P-value <0.05) are all positively and significantly related to nano enterprises resilience in Ondo State, Nigeria. It suggests that the use of Facebook, Whatsaap and Instagram all have significant effect on the resilience of nano enterprise in Ondo State, Nigeria. On the contrary, the result revealed that the use of Tiktok (1. 426 > 0.05) has positive but insignificant effect on the resilience of nano enterprises in Ondo State, Nigeria. The study concluded that the use of Whatsapp, Facebook and Instagram are the major drivers of nano enterprise esilience in Ondo State, Nigeria. It is important to state that the use of WhatsApp has the greatest influence on nano enterprises resilience. In line with the research findings appropriate recommendations were made.
Keywords: Social Media, Facebook, Tiktok, Instagram, WhatsApp, Nano Enterprise,