The Relationship Existing between Social Media Usage and Customer Relationship Management for MSMEs in Anambra State

This study examined the relationship between social media usage and customer relationship management (CRM) among micro, small, and medium enterprises (MSMEs) in Anambra State, Nigeria. The study was motivated by the increasing role of digital platforms in business operations and the need for MSMEs to optimize customer engagement through cost-effective strategies. Anchored on the Uses and Gratifications Theory, the research employed a survey design and collected data through structured questionnaires distributed across three major commercial zones in the state—Onitsha, Awka, and Nnewi. A total of 301 questionnaires were distributed, with 255 valid responses analyzed using descriptive and inferential statistics. The findings revealed that although most MSMEs have not fully utilized social media for marketing and business operations, they recognized its effectiveness in enhancing prompt customer service and satisfaction. Correlation analysis showed a strong, statistically significant relationship (r = 0.967, p < 0.05) between social media usage and CRM. The study concludes that greater adoption and strategic integration of social media tools can significantly improve CRM outcomes for MSMEs. It recommends that MSMEs in Anambra State invest in digital skills and structured social media strategies to strengthen customer relationships and enhance business performance.