Influence Of Social Media Strategie’s On Performance Of Small Enterprise Bakers In Thika Kiambu County, Kenya

Abstract

The growth of the social media has created opportunities for business entities by providing them with opportunities, and as such, firms are increasingly capitalizing on social media to be the ingredient of their strategy and brand structuring activities. Social media has the potential to provide marketers with an opportunity to link with clients using a media channel that has a greater reach. The objective of the study was to establish the influence of social media strategy on performance of small enterprise bakers in Kiambu County. This study adopted a descriptive research design and utilized primary data. The population for this study was 30 small enterprise bakers in Kiambu County. Since the population of study is small, the study adopted a census approach. The data collected through questionnaires were checked for accuracy and completeness. It was edited, classified and tabulated before carrying out descriptive analysis. The researcher calculated the mean for the data in order to rank factors that a firm considers in choosing the social media strategy. In this study, standard deviation has been used to establish the variation of a particular firm’s data from the industry average. The results of this analysis were presented using tables and charts. In order to perform all these analysis, the Statistical Package for Social Sciences (SPSS) software was utilized. Results indicated that all the firms had a social media site. In addition most firms use social media frequently. Outcomes also displayed that facebook, twitter, content communities and websites had a positive and significant effect on performance of small scale enterprises. Facebook has highly increased customer engagement and improved complaint resolution with customers. The study also concluded that facebook usage has led to increased sales and enabled access to new markets and customers. Small scale enterprises are advised to ensure they have a facebook account. They should also ensure that the facebook account is active all the times so as they can be able to have access of new markets and customers. The study further recommends that small scale firms should ensure they use content communities. This will promote the number of viewers in their social media pages and thus boosting the market.