Social Media Usage and Performance of Beauty Salons in Nairobi

Abstract

Social networks platforms provide comprehensive information, provides very flexible and simple management tools. However, despite the importance of social media, companies continue to be skeptical about the use of social media, often questioning the return on investment in social networks and hesitant to integrate social media initiatives into their strategies and marketing. In Kenya, many small beauty salons have sprung up on the outskirts of the central business district, increasing competition, and the rise of large and sophisticated salons offering role-based specialized services such as facials and massage parlors, kitchens, receptions, and even executives. In addition, consumers' appetite for diversity has led to increased product launch rates, rapid increases and shorter product cycles. This study thus sought to examine the relationship between social media usage and the performance of beauty salons in Nairobi. The study adopted a descriptive research design and the study’s population was made of the 4,250 beauty salons. The study sampled 100 beauty salons in Nairobi and used primary data, which was gathered through questionnaires that were dropped to the beauty salons managers or their equivalents and picked after one week. In this research, descriptive statistical tools and regression were employed for the analysis of the collected data using the SPSS statistical software. The study found that beauty salons in Nairobi used social media to a large extent. Regression results indicated the use of social media had a positive and significant relationship with organizational performance. The study found that the challenges in social media use were faced to a moderate extent. The study concluded that for better organizational performance, beauty salons should use social media. The study recommends that social media should be implemented and used. The study further recommends a similar study to be done on other entities and industrial segment in Kenya. Similar study could also be done other counties in Kenya.