Content Creation and Micro, Small and Medium Size Enterprises (MSMEs) Performance in Owerri, South-East Nigeria

This study examined the effect of content creation strategies on the performance of micro, small and medium enterprises (MSMEs) in Nigeria, with emphasis on influencer marketing, paid advertising, community engagement, and user-generated content. The study adopted a descriptive survey research design, while data were collected through structured questionnaires administered to 217 MSME operators using Instagram, Facebook, and TikTok for business activities. Descriptive statistics and regression analysis were employed to analyse the data using Excel 2013 and EViews 10. The findings revealed that paid advertising and user-generated content exert significant effects on MSME performance, while influencer marketing and community engagement showed no significant effect. The regression results further indicated that the explanatory variables jointly accounted for a substantial proportion of the variation in MSME performance. The study concludes that digital content strategies, particularly user-generated content and paid advertising, play an important role in enhancing the growth and competitiveness of MSMEs in Nigeria. The study recommends that MSME operators should invest more in customer-driven content and strategically targeted advertisements to improve business performance.