NJOMACS

This research examines Facebook's role in fostering growth for small and medium enterprises (SMEs) in Nasarawa State and the Area Councils of the Federal Capital Territory (FCT), Abuja. Employing a survey design, data was collected from 399 SME owners using unstructured response questionnaires. The study draws on Reception Theory and Uses and Gratifications Theory. Findings reveal that SME owners recognize Facebook's positive impact on visibility and growth through advertising. Challenges include affordability of data plans, financial constraints, and ignorance in using Facebook advertising tools due to poor internet connectivity. However, there's a willingness among SME owners to learn. Facebook is perceived as a cost-effective tool for business promotion, fostering entrepreneurship, and job creation. Recommendations include providing Facebook classes for SME owners, addressing internet issues, and promoting local business groups to share success stories. This study underscores Facebook's potential in empowering SMEs within the region.