Citation:

Mugarura Richard, Olutayo K. Osunsan, Syliva Namugembe, Wampande Jowalie Ahmed. "Social Media Adoption on Small and Medium Entreprises (SMEs) Performance in Buloba Town: Wakiso District, Uganda" International Research Journal of Economics and Management Studies, Vol. 2, No. 4, pp. 309-314, 2023.

Abstract:

This paper investigates the impact of social media adoption on the performance of small and medium-sized enterprises (SMEs) in Buloba Town, Wakiso District, Uganda. Recognizing the global prevalence of SMEs, their role in attaining some of the SDGs and their pivotal role in national economies, the study explores the dynamics of social media engagement within this sector. Despite the popularity of platforms like Facebook, YouTube, Twitter, and WhatsApp, SMEs in Buloba exhibit a moderate level of adoption. The research utilizes regression analysis, revealing a statistically significant positive effect of social media on SME performance (R2 = 0.27; F = 10.387, p = 0.000), particularly emphasizing the influential roles of YouTube (B = 0.295; p= 0.001) and WhatsApp (B = 0.292; p= 0.001). The findings underscore the broader literature highlighting the transformative potential of social media for brand enhancement, customer engagement, and marketing. Recommendations include strategic platform utilization, educational initiatives, capacity-building programs, and supportive policy frameworks to foster social media adoption among SMEs. The study contributes novel insights to the underexplored landscape of social media adoption among SMEs in Uganda, advocating for targeted interventions to maximize their digital potential.

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Keywords:

Social media, SME Performance, SDGs, YouTube, WhatsApp, Uganda.