MODERATING EFFECT OF ORGANIZATIONAL INNOVATIVENESS ON THE RELATIONSHIP BETWEEN SOCIAL MEDIA INNOVATIVENESS AND SMALL AND MEDIUM ENTERPRISES PERFORMANCE IN NORTH WESTERN NIGERIA

Abstract

The study examine the relationship between social media innovativeness and SMEs performance and the moderating effect of organizational innovativeness in North Western Nigeria. Statistical analyses were based on the data collected, through survey
questionnaire from 212 SMEs in North western Nigeria. Partial Least Square (PLS) method was used to investigate the relationship between the study variables. The study found that social media innovativeness has direct link with SME performance and that
organizational innovativeness moderates the relationship between social media innovativeness and SME performance. The study concludes that there is positive and significant relationship between organizational innovativeness and performance, and there is positive but insignificant relationship between social media innovativeness and the performance. The study finally recommends that SMEs should ensure their innovativeness and exploit the innovativeness of the social media, to ensure their sustenance and enjoy competitive advantages.