INFLUENCE OF SOCIAL MEDIA MARKETING ON THE OPERATIONAL OUTCOMES OF SMALL AND MEDIUM ENTERPRISES IN MTITO-ANDEI, KIBWEZI EAST CONSTITUENCY IN MAKUENI COUNTY

Abstract

Over recent years, the widespread growth of social media has played a pivotal role in nurturing Small and Medium Enterprises (SMEs), and this trend is expected to continue in the foreseeable future. Drawing from the principles of marketing equity and Chaffey's theories, the primary objective of the present study was to empirically investigate the correlation and linkage between social media marketing (SMM) as a marketing strategy and the performance of Small and Medium Enterprises situated in Mtito-Andei, Makueni County. To achieve this objective, a descriptive survey design was employed, involving the selection of 185 respondents, of which 135 successfully completed and returned the questionnaires. Data analysis encompassed both descriptive statistics and regression analyses. The research findings revealed the prevalence of social media marketing (SMM) among SMEs in Mtito-Andei, Makueni County, as indicated by the descriptive statistics. Furthermore, the study firmly established that social media marketing (SMM) exerts a significant influence on the performance of SMEs in the region. These findings align with existing research and provide supportive evidence for both marketing equity and Chaffey's theories. In light of these outcomes, the study recommends a more comprehensive exploration of the challenges encountered during the adoption of social media marketing (SMM) in various contexts, including government initiatives. Additionally, it suggests a thorough research into the role of moderating and mediating factors, particularly in cases where discrepancies among studies have been observed. Such disparities in research findings may be attributed to the influence of control variables.