JOSHUA, I. E.
Brainfill Polytechnic
Ikot Ekpene, Nigeria.
IBEKWE, F. C.
Department of Marketing
Imo State University
Owerri, Nigeria.
Abstract
This study was to examine the influence of WhatsApp usage on small scale business performance in Akwa Ibom Stat, using indices on business patronagebrand awareness, sales volume and market share. 370 respondents’ opinions were surveyed and used to test formulated hypotheses through the application of regression analysis performed with the aid of SPSS. The result
from the analysis established positive relationships between WhatsApp usage and the three indices of the dependent variable. Hence, the study recommends that business operators should adopt the use of WhatsApp in their day-today operations.
Keyword: WhatsApp, Small scale business, Brand awareness, Sales volume and Market share
International Journal of Business and Common Market Studies Vol.14 No. 1&2 © 2023 by The Development Universal Consortia. All Rights Reserved