Nga Ndongo Winnie

Social Media Marketing and Commercial Performance of Small and Medium Sized Enterprises: The Beauty Sector in Cameroon

NJIH BERI NKINI, EARNEST NJIH TABAH, Nga Ndongo Winnie, DJAM CHEFOR ALAIN, Youmbi Zidenie Afanya & Nkene Ndeme Richard · Asian Journal of Economics, Business and Accounting · 2026

Aim: To investigate the relationship between social media marketing (SMM) and commercial performance (CP) of Small and Medium-Sized Enterprises (SMEs) in the beauty sector of Cameroon. Study Design: A cross-sectional descriptive and analytical design, adopting quantitative and hy...