Browsing by Author "Babirye, Agnes"

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    Training, Social Media Marketing and Growth of Women-Owned Businesses in Kamuli District, Uganda.
    (Makerere University Business School, 2025-11-24) Babirye, Agnes
    The desire for women to engage in business has widely been advocated as one of the mechanisms for addressing gender issues in the world. As a concern however, many women owned businesses are not growing in Uganda, one of the worst areas being Kamuli district. The study examined the relationship between training, social media marketing and growth of women owned businesses in Kamuli district. Objectives included examining; relationship between training and growth of women owned businesses; social media marketing and growth of women owned businesses; examining the joint relationship between training, social media marketing and growth of women owned businesses in Kamuli district, Uganda. Cross-sectional design was applied integrated with quantitative research approach. 105 women owned businesses were sampled from 142 enterprises. The questionnaire instrument obtained primary data. Data analysis was with the help of SPSS v. 25. There was a positive association between; training and growth of women owned businesses; and social media marketing and growth of women owned businesses. Both training and social media marketing predicted growth of women owned businesses. Moreover, training was the better predictor. This study concludes that training and social media marketing are core strategies for stimulating growth of women owned businesses. It further concludes that the manifestation of training results in more considerable growth of enterprises compared to social media marketing. This study recommends: women participation in skilling programmes; intensified government monitoring and control of skilling programmes; and adoption of social media marketing.