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In today’s business world, social performance is being considered to be in two major dimensions, social responsibility and social responsiveness and both are important aspects that entrepreneurs need to engage in judiciously. Entrepreneurial traits have been considered an important aspect of entrepreneurship that needs to be looked into considerably because of its significance to the business performance and survival of SMEs. Assertiveness, being an important trait of women entrepreneurs has received research attention lately. Therefore, the paper examined the role of assertiveness of women entrepreneurs on social performance of SMEs in Nigeria. The paper adopted exploratory research method in which the researcher made use of the survey, descriptive and structural design. Five hundred and twenty (520) copies of questionnaire were administered among the selected Nigerian women in SMEs with an 89.2 percent response rate. The target population were women entrepreneurs in Nigeria and the high response rate was achieved due to constant visit to their general monthly meetings. The result was analysed using the structural equation model – Partial Least Squares (SEM-PLS). The path co-efficient revealed that three of the items used to measure assertiveness has a positive and significant influence on social performance. Moreover, one of the items of measurement for assertiveness has a negative but significant influence on social performance. The study concluded that there is a significant relationship between assertiveness and social performance, and recommends that women entrepreneur should allocate funds annually to engage in social performance and government should also provide supporting policies for the entrepreneurs especially women in Nigeria. Keyword: Assertiveness, Social performance, Women, SMEs, Nigeria

ELUCIDATING THE ROLE OF ASSERTIVENESS ON SOCIAL PERFORMANCE OF WOMEN ENTREPRENEURS IN NIGERIA