TECHNOLOGIES AS CATALYSTS FOR STARTUP GROWTH: AN EXAMINATION OF SMES IN ABUJA.

Abstract

Despite the growing emphasis on digital innovation, many startup SMEs in Abuja continue to struggle with limited market reach, low revenue generation, and inefficient operations challenges often linked to poor adoption of digital technologies. This study investigated the effect of digital technologies specifically social media marketing and mobile applications on startup growth among SMEs in Abuja, with a focus on revenue growth and operational efficiency. The study adopted a cross-sectional survey design. The population comprised 683 registered startup SMEs across sectors such as technology, commerce, manufacturing, and services. A sample of 252 owners and employees was drawn using Yamane’s formula, and cluster sampling was employed to ensure adequate representation across major districts. Data were collected through structured questionnaire and analysed using regression analysis with SPSS v27. Reliability was established using Cronbach’s Alpha (ranging from 0.79 to 0.85), and content validity was confirmed by expert review. Findings revealed that social media marketing had a strong and statistically significant effect on revenue growth (R = .849, p < .001), while mobile applications significantly enhanced operational efficiency (R = .803, p < .001). The study concluded that digital technologies are critical to driving performance outcomes among Abuja-based startups. It recommends that SMEs adopt structured social media strategies and integrate mobile apps into daily operations, while policymakers should provide targeted digital training and support programs. These findings offer empirical and practical guidance for enhancing SME performance through technology in Nigeria’s entrepreneurial ecosystem.