Usage of Social Media Marketing on the Performance Assessment of SMEs in Uganda: A Case Study of Kabale Municipality
The 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.
A Research Report Submitted to the Directorate of Post Graduate Training in Partial Fulfilment of the Requirements for the Award of a Master’s Degree in Business Administration of Kabale University
Social Media, Marketing , Performance, Assessment