Social Media Usage and Performance of Agrovet Sector in Trans Nzoia County Kenya
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Date
2021
Authors
Chepkech, Isaiah Teek
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
The internet and specifically social media tools such as Facebook, Twitter and YouTube and LinkedIn, plays a major role in the economy through creation of employment opportunities and provision of affordable goods and services, the researcher sort to establish its impact on the Agrovet Sector in Trans Nzoia County. None the less, Kenya’s Agricultural sector and specifically the Agvovet sector has seen the increase in the Usage of Social Media tools in the promotion and sales of the Agrovet goods and services. The aim of this study was to analyze the Social Media Usage and the performance of the Agrovet sector in Trans Nzoia County. Social Media Usage and the impact on the performance of the Agrovet sector cutting across four categories of Marketing, Communication, Networking and Research. The study only focused on the Agrovet sector within Kitale town where the study targeted Small and Medium size Agrovet businesses. The objectives of the study was to: find out the influence of marketing in social media on the performance of Agrovet business in Trans Nzoia County, examine the influence of communication in social media on the performance of Agrovet business in Trans Nzoia County and to explore the effect of research on social media to the performance of Agrovet sector in Trans Nzoia County. The study used The Users and gratification theory as the main theory that attempts to understand why and how we tend to choose specific media to address specific needs over the other. A sample of 56 Agrovet enterprises were randomly selected. The study applied a descriptive research design. Semi-structured Questionnaires were used to obtain quantitative data on the subject with the aim of having acts on the situation and a response rate of 72% was achieved. The respondents were owners and managers of Agrovet stores in Trans Nzoia County. The data was analyzed using SPSS V20 while the results of the study was presented using tables and chats. The findings showed that Social Media Usage has 69% positive impact to the performance of Agrovet. The research precisely established that Social Media Usage has an influence on Marketing, Communication, Networking and Research thereby impacting the performance of Agrovet in Trans Nzoia County. The general conclusion of the study was that social media has positive impact on the business performance, measured by the number of customers received in the businesses. The study recommends that a further study to be done to look at the financial measures of the effects of Social Media Usage on the performance of Agrovet in Trans Nzoia County.
Description
A Research Project Submitted to School of Business in Partial Fulfilement of the Requirements for the Award of Master’s Degree in Business Administration (Management Information Systems) of Kenyatta University, November, 2021
Keywords
Social Media Usage, Performance, Agrovet Sector, Trans Nzoia County, Kenya