Social Media Capabilities and Performance of Small and Medium Enterprises in Machakos County, Kenya

Simple item page
dc.contributor.advisorDavid Nzukien_US
dc.contributor.authorNgotho, Caroline Mutheu
dc.date.accessioned2024-02-06T11:24:53Z
dc.date.available2024-02-06T11:24:53Z
dc.date.issued2023-11
dc.descriptionA 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.en_US
dc.description.abstractThe 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.en_US
dc.description.sponsorshipKenyatta Universityen_US
dc.identifier.urihttps://ir-library.ku.ac.ke/handle/123456789/27571
dc.language.isoenen_US
dc.publisherKenyatta Universityen_US
dc.subjectSocial Media Capabilitiesen_US
dc.subjectPerformance of Small and Medium Enterprisesen_US
dc.subjectMachakos Countyen_US
dc.subjectKenyaen_US
dc.titleSocial Media Capabilities and Performance of Small and Medium Enterprises in Machakos County, Kenyaen_US
dc.typeThesisen_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Social Media Capabilities and Performance ....pdf
Size:
1.1 MB
Format:
Adobe Portable Document Format
Description:
Full text Thesis
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
MST-Department of Management Science