Social Media Platforms Manufacturing Small and Medium Enterprises Use to Enhance Market Performance in Wakiso District, Uganda
Date
2025
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Research Innovation and Implications in Education
Abstract
Social Media Platforms are a supreme medium of communication between businesses and customers to enhance Market Performance in contemporary times. However, social medial platforms remain underexplored in the local literature, despite their usefulness to market performance. Thus, the study examined the common social media platforms used by manufacturing Small and Medium Enterprises (SMEs) to enhance market performance in Wakiso district, Uganda. The study employed a cross-sectional survey design targeting 2,279 SMEs from 340 SMEs were determined using the Yamane formula. Data was collected through structured questionnaires using KoboCollect tool, and interviews. Thereafter, data was analyzed using SPSS v.23 to generate frequencies and percentages. Results indicated that WhatsApp (51%) and Facebook (35%) were the predominant platforms employed by manufacturing SMEs while YouTube (6.2%), Twitter (3.4%) and others (TikTok and LinkedIn) accounted for 4.5%. The results underscore the significant potential of social media platforms in boosting market performance when leveraged effectively. The study recommended that Wakiso district local government and telecommunication providers should consider policy interventions including reducing data costs, sensitization and training programs for different SMEs stakeholders. Further, SME managers should implement regulatory measures to ensure strategic use of social media platforms for sustainable market performance.
Description
Keywords
Facebook, Market performance, Online advertising, Social Media Platforms, WhatsApp
Citation
Mbowa, H. S., Marus, E. & Tushabe, S. B. (2025). Social media platforms manufacturing small and medium enterprises use to enhance market performance in Wakiso district, Uganda. Journal of Research Innovation and Implications in Education, 9(2), 893 – 902. https://doi.org/10.59765/sq69d4.