The study examined the effect of social media marketing on customer patronage of small and medium scale enterprises in Uyo metropolis, Akwa Ibom State. Specifically, it examines the effects of X, Facebook and Instagram on customer patronage of small and medium scale enterprises. Five hypotheses were formulated to guide the study. A descriptive survey research design was adopted, and a purposive sampling technique was employed to select 246 respondents using Topman formula since the population was infinite. Data were analyzed using descriptive and inferential statistics, while multiple regression was used to test all the hypotheses at a 0.05 level of significance. From the findings of the study it was revealed that X, Facebook and Instagram, all have a significant effect on customer patronage. It was therefore recommended that SMEs should allocate a portion of their budgets to sponsored advertisements on platforms like Facebook and Instagram, which offer affordable and targeted advertising options for small businesses.
