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Abstract: Economic
value-added is fundamental and plays a crucial role in ensuring the
sustainability of firms. However, the ability of firms in Nigeria to meet
operational demands and achieve adequate profitability has steadily declined,
putting capacity to create economic value at significant risk. Prior studies
have suggested that social media marketing and integrated reporting create
opportunities in enhancing economic value-added. Consequently, this study examined
the effect of social media marketing and integrated reporting on economic
value-added in service companies listed in Nigeria. The study employed ex-post facto research design, using a
population of 18,500 employees of 22 service companies listed in Nigeria. Taro
Yamane formula was used to determine the sample size of 392, while the
purposive sampling technique was explored to determine the sample size of the
study. A structured questionnaire was used to collect data from respondents.
The validity and reliability of the data were based on KMO and Bartlett tests,
and Cronbach’s alpha reliability ranged between 0.871 and 0.954. The response
rate was 98.5%. The descriptive statistics showed that majority of respondents
agreed that social media marketing and integrated reporting influence economic
value creation. The regression analysis further confirmed that social media
marketing and integrated reporting had a joint significant effect on economic
value creation of service companies listed in Nigeria. Social media marketing,
integrated reporting had joint significant effect on economic value-added (Adj.R2 = 0.306, F(6, 385) = 29.791, p
< 0.05). The study recommended that managers should prioritize social media
market and ensure integrated reporting compliance enhances economic value
creation in service companies listed in Nigeria. DOI: https://doi.org/10.51505/IJEBMR.2025.9601 |
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