This study examine the factors influencing the adoption of social media as a business platform among entrepreneurs in Yola, with a focus on performance expectancy, effort expectancy, social influence and as well as the moderating effects of age and gender. The theoretical foundation is based on the Unified Theory of Acceptance and Use of Technology (UTAUT). Data were collected using a survey questionnaire from 346 entrepreneurs in Yola’s Jimeta market, of which 320 responses were usable. Analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings indicate that performance expectancy (β = 0.2684, p = 0.0214) and effort expectancy (β = 0.2983, p = 0.0141) significantly influence the intention to use social media for business. However, social influence (β = 0.0858, p = 0.3196) was found to play a role in connecting with customers, to support business activities. The study also reveals that age and gender significantly moderate the relationships, particularly between age and performance expectancy, as well as effort expectancy. Also between gender and performance expectancy, as well as effort expectancy. Recommendations are made for policy-makers, stakeholders, and government to support cultural structures that enhance entrepreneurial self-esteem. The findings underscore the importance of social media adoption in improving business performance among entrepreneurs in Yola. Implications for this research were discussed as well.