The study work focused on social media marketing on the growth of electronic commerce: a study of Ajebomarket. Three research questions were raised in line with the objectives of the study. Descriptive survey research design was adopted for the study and data were gathered through the use of questionnaire. The population of this study consisted of Ajebomarket customers, employees, and social media users, totaling approximately 25,120. Multistage sampling technique was adopted; stratified sampling was used to select six geopolitical zones, purposive sampling was applied to pick three zones (South West, South East, and North Central) with the highest concentration of social media and e-commerce activity, and accidental sampling was used to distribute 394 questionnaires across these zones. The research questions were analyzed using mean and standard deviation, while demographic variables were analyzed with percentage and frequency count. Findings of the study showed that social media marketing has significantly boosted Ajebomarket's sales growth through increased engagement, traffic, and conversion. Furthermore, social media content, especially visual formats and user-generated reviews, strongly influences customer purchase decisions. The study also revealed that promotions, influencer marketing, and interactive strategies like giveaways are among the most effective social media tactics employed by the platform. The study recommended that Ajebomarket should invest more in content personalization, influencer alignment, and data-driven marketing strategies to strengthen its competitiveness and long-term sustainability in Nigeria's e-commerce industry.
Vol. 4, No 3, pp. 61-72.