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All Journal Asean International Journal of Business
Onyait, Samuel
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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How Facebook Adoption Impacts SMEs Performance Richard, Mugarura; Osunsan, Olutayo; Onyait, Samuel; Augustine, Wandiba
Asean International Journal of Business Vol. 3 No. 1 (2024)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/aijb.v3i1.787

Abstract

The rise in social media usage has revolutionized information dynamics, transforming traditional communication into a multidirectional, interactive process. This study explores the impact of Facebook adoption on Small and Medium-sized Enterprises (SMEs) performance, addressing a notable gap in the Ugandan context. A quantitative survey involving 120 SMEs employed a comprehensive questionnaire validated for content and reliability. Existing literature suggests that Facebook positively influences SME performance, more so in areas like cost-effective marketing and customer engagement. Results highlight a moderate to high levels of Facebook adoption among SMEs. Correlation analysis reveals positive associations between Facebook adoption and SME performance. Regression analysis further signifies Facebook's significant impact ( =0.142, P<0.0003), particularly through customer engagement (B=0.263, p<0.029). The study points out the unique relationship between Facebook adoption and SME performance and thus recommend businesses to strategically engage with customers on this platform. While the model explains a part of SME performance, areas for future research to explore additional influencing factors are recommended.
Co-Authors Augustine, Wandiba Osunsan, Olutayo Richard, Mugarura