Research Article

ICT social interfaces and business transactions in the Nigerian fashion small and medium-sized enterprises

Idowu Diyaolu1*, Bakare, K. O.2, Adedeji Deborah Oluwayemisi3, Orisadare, A. E.4, Awoyelu, I. O.5, Oluwatope, A. O.5, Ogunyemi, A. A.6, Achukwu E. O.7, Ugwu, E. I.8
1 Obafemi Awolowo University
2 Department of Family, Nutrition and Consumer Sciences, Obafemi Awolowo University, Ile-Ife, Nigeria
3 University of Ilesa
4 Department of Information and Communication Technology, University of Ilesa, Ilesa, Osun State, Nigeri
5 Department of Computer Science and Engineering, Obafemi Awolowo University, Ile-Ife, Osun State, Nigeria
6 School of Digital Technologies, Tallinn University, Narva mnt 29, Tallinn 10120, Estonia
7 Department of Polymer and Textile Engineering, Ahmadu Bello University Zaria, Nigeria
8 Department of Home Economics and Hospitality Management Education, Faculty of Vocational and Technical Education, University of Nigeria, Nsukka, Enugu State, Nigeria
* Corresponding author: diyaolu@oauife.edu.ng
Published: Jan, 2026
DOI: 10.67637/njt.2026.d2izowgt
Pages: 1-8
Views: 44
Downloads: 83

Abstract

Information and Communication Technology (ICT) has become an integral part of business operations and transactions, impacting business performance. The study identified ICT social interfaces used for business transactions in the fashion Small and Medium-sized Enterprises (SMEs), investigated business transactions that engage ICT, and identified the challenges associated with ICT use. Purposive sampling was used to select 385 fashion designers from the six States in Nigeria. Data was collected using a questionnaire and interview schedule. The result showed that ICT social interfaces used include social media and e-commerce platforms for communication. WhatsApp (74.8%) and Facebook (69.4%) were the most proficiently used. YouTube (27.3%) and Instagram (32.2%) were also fairly popular, but with lower proficiency levels. The majority are conversant with the internet and social media. Respondents expressed strong training needs in learning new skills, digital sample display, online banking, and product marketing. This study recommended training for fashion designers in the use of the internet to boost their business interactions. It offered insights that can inform industry practices, policies, and strategies while providing a comprehensive understanding of how ICT social interfaces shape business performance in the dynamic Nigerian fashion sector.

Keywords

ICT Social Interfaces Fashion Designers Digital Literacy Social Media Marketing Fashion SMEs

References

  1. Abdulraheem, M., Imouokhome, E. O., & Abdulsalam, T. A. (2025). Digital marketing factors and buying behaviour in the fashion industry: Evidence from Gen Z consumers in Africa. Ekonomski Pogledi, 27. [https://doi.org/10.5937/ep27-51541](https://www.google.com/search?q=https://doi.org/10.5937/ep27-51541)
  2. Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95. [https://doi.org/10.1007/s11747-019-00695-1](https://www.google.com/search?q=https://doi.org/10.1007/s11747-019-00695-1)
  3. Awotunde, M. O., Oyedele, O. O., & Adewale, A. R. (2024). Navigating the 21st-century marketplace: The role of digital marketing in SME development in Nigeria. International Journal of Research in Business and Social Science, 13(5), 902-913.
  4. Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective (11th ed.). McGraw-Hill Education.
  5. Diyaolu, I. J., Irefin, I. A., & Akarakiri, J. B. (2018). Technology Choices in Nigerian Textile Industry. International Journal of Home Economics, 11(1), 3-8.
  6. Diyaolu, I. J., Obayomi, E. O., & Bamidele, T. A. (2019). Information Communication Technology and Dress Culture among Senior Secondary School Students in Osun State, Nigeria. Nigerian Journal of Textiles, 5, 37-41
  7. Diyaolu, I. J. (2022). Total Quality Management Practices in Nigerian Textile Industry. In: Msahli, S., Debbabi, F. (Eds) Advances in Applied Research on Textile and Materials - IX. CIRATM 2020. Springer Proceedings in Materials, 17, 234-242. Springer, Cham
  8. Diyaolu, I. J., Akinwunmi T. M., Adubi, K. O. & Bakare, K. O. (2023). Sustainability in Ojude-Oba Dress Tradition and Tourism. Cogent Arts and Humanities, 10(1) 1-14
  9. Fajobi, T. A. (2023). Social media and sales performance of clothing small businesses in Nigeria. Journal of Social Entrepreneurship Theory and Practice, 2(2), 1-13. [https://doi.org/10.31098/jsetp.v2i2.1808](https://www.google.com/search?q=https://doi.org/10.31098/jsetp.v2i2.1808)
  10. Heeks, R. (2017). Information and communication technology for development (ICT4D). Routledge.
  11. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. [https://doi.org/10.1016/j.bushor.2009.09.003](https://doi.org/10.1016/j.bushor.2009.09.003)
  12. Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70. [https://doi.org/10.1007/s11747-020-00733-3](https://doi.org/10.1007/s11747-020-00733-3)
  13. Maecker, O., Barrot, C., & Becker, J. U. (2016). The effect of social media interactions on customer relationship management. Business Research, 9(2), 133-155. [https://doi.org/10.1007/s40685-016-0027-6](https://www.google.com/search?q=https://doi.org/10.1007/s40685-016-0027-6)
  14. Naumovska, L., & Blazeska, D. (2016). Marketing communication strategies for generating customer engagement. Business and Economic Research, 6(2), 1-16. [https://doi.org/10.5296/ber.v6i2.9860](https://www.google.com/search?q=https://doi.org/10.5296/ber.v6i2.9860)
  15. Odufuwa, F., Partridge, A., Mariti, R., Deen-Swarray, M., & Abdikadir, A. (2024). Digital technology adoption by microenterprises: Nigeria report. Research ICT Africa.
  16. Ogunyemi, A. A., Diyaolu, I. J., Awoyelu, I. O., Bakare, K. O., & Oluwatope, A. O. (2023). Digital Transformation of the Textile and Fashion Design Industry in the Global South: A Scoping Review. In: Saeed, R. A., Bakari, A. D., Sheikh, Y. H. (Eds) Towards new e-Infrastructure and e-Services for Developing Countries. 499, 391-413, Springer, Cham.
  17. Orisadare, E. A., Achukwu, O. E., Ogunyemi, A. A., Adedeji, D. O., Diyaolu, I. J., Ugwu, E.I., Oluwatope, A. O., Bakare, K. O., & Awoyelu, I. O. (2025). Digitalisation and Green Strategies: A Systematic Review of the Textile, Apparel and Fashion Industries, Circular Economy and Sustainability, pp 1-53, Springer Nature. [https://doi.org/10.1007/s43615-025-00555-x](https://www.google.com/search?q=https://doi.org/10.1007/s43615-025-00555-x)
  18. Okwudiri, N.-O., Oliseh, P. S., Anagwu, V. K., Nwanya, C. C., & Chukwu, C. (2025). Technology adoption and social media marketing performance of SMEs in Sub-Saharan Africa. Annals of Management and Organization Research, 7(1), 127-140. [https://doi.org/10.35912/amor.v7i1.3369](https://www.google.com/search?q=https://doi.org/10.35912/amor.v7i1.3369)
  19. Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance. Journal of Business Research, 67(6), 1201-1208. [https://doi.org/10.1016/j.jbusres.2013.05.002](https://www.google.com/search?q=https://doi.org/10.1016/j.jbusres.2013.05.002)
  20. Vial, G. (2019). Understanding digital transformation: A review and research agenda. Journal of Strategic Information Systems, 28(2), 118-144. [https://doi.org/10.1016/j.jsis.2019.01.003](https://doi.org/10.1016/j.jsis.2019.01.003)
  21. Yuwono, T., Suroso, A., & Novandari, W. (2024). Information and communication technology in SMEs: A systematic literature review. Journal of Innovation and Entrepreneurship, 13, 31.
How to Cite

Diyaolu, I., O., B. K., Oluwayemisi, A. D., E., O. A., O., A. I., O., O. A., A., O. A., O., A. E., & I., U. E. (2026). ICT social interfaces and business transactions in the Nigerian fashion small and medium-sized enterprises. Nigerian Journal of Textiles, 12(1), 1-8. https://doi.org/10.67637/njt.2026.d2izowgt

I. Diyaolu, B. K. O., A. D. Oluwayemisi, O. A. E., A. I. O., O. A. O., O. A. A., A. E. O., and U. E. I., "ICT social interfaces and business transactions in the Nigerian fashion small and medium-sized enterprises," Nigerian Journal of Textiles, vol. 12, no. 1, pp. 1-8, January 2026. doi: 10.67637/njt.2026.d2izowgt

Share this article:
Facebook X / Twitter LinkedIn
Download PDF View Full Text (PDF) Back to Articles