<![CDATA[This study investigates the effect of YouTube adoption on Small and Medium-sized Enterprises (SMEs) performance in Buloba, Uganda, within the framework of the Sustainable Development Goals (SDGs). SMEs play a crucial role in Uganda's economic landscape, contributing significantly to employment and GDP. Despite their importance, SMEs face challenges linked to operational deficiencies. The study, employing a descriptive quantitative survey method, reveals that SMEs in Buloba exhibit high overall performance (mean = 3.51), but their adoption of YouTube for marketing purposes is moderate (mean = 2.92). Significant positive correlations are identified between SME performance and specific aspects of YouTube adoption, emphasizing the strategic importance of maintaining an active online presence and engaging with customers. The regression analysis further highlights the substantial contribution of product marketing to SME performance (Beta = 0.255, p = 0.046). Other factors like skilled usage, platform following, customer engagement, and customer ordering do not show statistically significant effects in the model (R2 = 0.28; F=10.395; p < 0.001). The findings suggest opportunities for improvement in SMEs' YouTube adoption strategies, particularly in product marketing, to enhance overall performance and competitiveness. The study underscores the transformative potential of YouTube for SMEs, emphasizing the need for targeted initiatives to fortify their competitive standing and contribute to sustainable development goals.]]>
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