Social Media Platforms Manufacturing Small and Medium Enterprises Use to Enhance Market Performance in Wakiso District, Uganda

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dc.contributor.authorMbowa, Henry Stanley
dc.contributor.authorMarus, Eton
dc.contributor.authorTushabe, Sylivia Byarugaba
dc.date.accessioned2025-11-12T20:27:36Z
dc.date.available2025-11-12T20:27:36Z
dc.date.issued2025
dc.description.abstractSocial 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.
dc.identifier.citationMbowa, 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.
dc.identifier.issn2520-7504
dc.identifier.urihttp://hdl.handle.net/20.500.12493/3010
dc.language.isoen
dc.publisherJournal of Research Innovation and Implications in Education
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United Statesen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/
dc.subjectFacebook
dc.subjectMarket performance
dc.subjectOnline advertising
dc.subjectSocial Media Platforms
dc.subjectWhatsApp
dc.titleSocial Media Platforms Manufacturing Small and Medium Enterprises Use to Enhance Market Performance in Wakiso District, Uganda
dc.typeArticle

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