Social Media Capabilities and Performance of Small and Medium Enterprises in Machakos County, Kenya
Loading...
Date
2023-11
Authors
Ngotho, Caroline Mutheu
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
The empirical evidence reflected dismal performance of a significant number of small and medium enterprises (SMEs). In the present world, social media serves as an advertising technique that enables SMEs to enhance their performance. This study examined the influence of social media capabilities on performance of SMES in Machakos County. Specifically, the study examined the effect of Technical Capabilities, Cultural Capabilities, Staffs Social Media Expertise and Governance on theperformance ofSMEs in Mavoko constituency, Machakos County. Thedescriptive research design was used in order to help describe the situation being studied. The target population was 34,517 SMEs in Mavoko constituency from which asample of 100 respondents was derived by using stratified random sampling technique. Structured questionnaires were used to collect primary data through drop-and-pick method. Descriptive and inferential statistics were used to determine the relationships between the variables. The study established thattechnical capability, cultural capability, Staff social capability, and governance capability significantly influenced the performance of SMEs in Machakos County. The regression model social media capability accounted for 67.3 percent of the variation of the performance of the SMES in Machakos County. The study further recommended further studies to be conducted to establish the external factors that accounted for 32.7 percent of the performance of SMEs. The study recommended that the management of SMEs should ensure that the technical capability, cultural capability, Staff social capability, and governance capability are well catered for by the social media platforms of choice. The outcome of the study will be useful to the SMEs managers, researchers, and policy makers.
Description
A Research Project Submitted To School Of Business in Partial Fulfilment of Requirement for the Award of the Degree of Masters of Business Administration (Management Information Systems) Kenyatta University, November, 2023.
Keywords
Social Media Capabilities, Performance of Small and Medium Enterprises, Machakos County, Kenya