TITLE:
Utilization of Social Media and Its Implications on the Performance of SMEs in Dodoma City, Tanzania
AUTHORS:
Nzoja E. Shauri, Berine R. Magaria, Zacharia S. Masanyiwa
KEYWORDS:
Social Media, Small and Medium Enterprises (SMEs), Performance, Growth
JOURNAL NAME:
Open Journal of Business and Management,
Vol.11 No.2,
March
24,
2023
ABSTRACT: This
study investigated the relationship between utilization of social media and
performance of SMEs in Dodoma City, Tanzania. The specific objectives of the
study were to examine the effect of effect of social media on SMEs performance,
and the relationship between social media use and innovation and branding in
SMEs. Data were collected from 336 systematic randomly selected SMEs using a
structured questionnaire. Data analysis involved the use bivariate correlation
analysis, structural equation model and confirmatory factory analysis. It was
found that use of social media has significant effect on SMEs performance as it
contributes to cost effectiveness, customer satisfaction and market
performances. Similarly, use of social media also positively affects innovation
and branding of SMEs. Thus, SMEs should be encouraged to fully exploit and use
various available and affordable social media networks for marketing and
networking purposes to rapidly increase performance and their growth.