An Investigation into Social Media Utilisation in Small and Medium-Sized Enterprises and its Effect on Business Performance: A Case Study of Kabwata Township, Lusaka

Abstract

This study investigated the impact of social media on Small and Medium-Sized Enterprises (SMEs) in Kabwata Township, focusing on the types of social media used, its impact on brand visibility, customer acquisition, and the influence of social media marketing strategies on sales revenue and profitability. A mixed methods approach was employed, integrating quantitative surveys and qualitative interviews to provide a comprehensive understanding of SMEs' social media practices. The study targeted SMEs actively using social media in Kabwata. 100% response rate was achieved from a sample of 133 SMEs for quantitative data and additional insights from 20 SMEs for qualitative data. The results indicated that platforms like Facebook, Instagram, X (formerly known as Twitter), and LinkedIn significantly enhanced brand visibility and customer engagement. However, the choice of platform alone did not predict success; strategic implementation was crucial. Significant correlations and regression coefficients demonstrated the positive impact of social media marketing on SME success, though with a modest effect on sales revenue. Recommendations emphasized aligning social media activities with business objectives to maximize benefits.