Browsing by Author "Kiconco, Charity"
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- ItemSocial Media Marketing for Small and Medium Enterprise Performance in Uganda: A Structural Equation Model(MDPI, 2022-11-03) .Kikawa, Cliff R; Kiconco, Charity; Moses, Agaba; Ntirampeba, Dimas; Ssematimba, Amos; Kalema, Billy M.Thanks to the ongoing expansion of internet access and, most recently, the movement restrictions that were put in place globally to stop COVID-19 spread, many small and medium enterprises (SMEs) are prepared to use social media platforms to market their products as a way to improve their business performance in emerging economies. Businesses at all levels that use social media marketing (SMM) see a considerable increase in their output. This study’s objective is to identify the factors that significantly help Ugandan SMEs implement SMM techniques to enhance their commercial performance. Here, statistical models are utilized to analyze how the age and gender of SMEs owners as moderating variables affect the adoption and performance of SMEs in Uganda. A theoretical model that is based on the Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT) theories has been put out as part of a specific conceptual framework. The following indicators are used to evaluate the performance of SMEs: sales, customer engagement, awareness of customers’ needs, low operation costs, and brand modification by staff. Empirical model validation has been performed using 152 business units (observation units) corresponding to the number of respondents (units of analysis), and the ensuing analyses have been done using structural equation modelling (SEM). The results indicate that compatibility and perceived ease of use have a positive impact on SMEs to adopt SMM, while perceived usefulness has a negative impact on SMEs to adopt SMM. Age and gender as moderating variables all have a positive moderating effect. With limited studies available on the subject, this research contributes to already existing literature by combining two components of the TAM model and one component of the IDT to explain the impact of SMM on SMEs when moderated by both age and gender in a developing economy.
- ItemUsage of Social Media Marketing on the Performance Assessment of SMEs in Uganda: A Case Study of Kabale Municipality(Kabale University, 2022) Kiconco, CharityThe study investigated usage of social media marketing on the performance assessment of SMEs in Uganda: a case study of Kabale municipality. The objectives of the study were to examine the impact of compatibility of social media platforms on the performance of SMEs, to assess the effect of perceived usefulness of social media platforms on the performance of SMEs and to determine the effect of perceived ease of use of social media platforms on the performance of SMEs. The study employed a descriptive study design. The study population of 2,600 respondents was used and a sample size of 335 was used. Data was collected using questionnaires and interview methods. The study findings on the impact of compatibility of social media platforms on the performance of SMEs, respondents were obtained on increase in brand awareness, increase customer relationship, high purchasing power decision, reach wider range of customers and on increased demand of the customers’ needs. The study findings on the effect of perceived usefulness of social media platforms on the performance of SMEs, responses were obtained on influence buying decision, increased engagement of business owners with customers, influences electronic commerce and on leads to easy modification in marketing process. The findings on the effect of perceived ease of use of social media platforms on the performance of SMEs, responses were obtained on social media leads to better understanding of customer needs, easy and timely interact with customers, quick in brand modification, low operating costs in marketing processes and on convenient and easy to reach business customers. The study recommended that there should be massive branding of business products so that the awareness of the existing market products can be well known to the potential customers who can increase on their purchasing power hence business performance, business owners should try and ensure that there is a strong relationship between them and their customers so that customers can feel comfortable when buying from them which can lead to better performance of the business and due to availability of social media platforms, business owners should ensure proper use of them so that customers from different areas can be reached in order to provide them with better services which can lead to improved business performance.