Social Media Marketing Adoption, Customer Orientation and Sales Performance of SMEs in Nakawa Division.
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Date
2023-11-15
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Makerere University Business School
Abstract
The purposes of the study was to examine the relationship between social media marketing adoption, customer orientation and sales performance of SMEs in Nakawa Division. The study was guided by the following research objectives: to determine the relationship between social media marketing adoption and sales performance of SMEs in Nakawa Division, to examine the relationship between Customer orientation and sales performance of SMEs in Nakawa Division, to find out the relationship between social media marketing adoption and customer orientation of SMEs in Nakawa Division and to determine the combined impact of social media marketing adoption, customer orientation on sales performance of SMEs in Nakawa Division. Using evidence from a sample of 312 SMEs operating in Nakawa Division selected using stratified sampling, a cross sectional research design was adopted. Findings from the study revealed that there was a positive significant relationship between all the study variables of social media marketing adoption (SMMA), customer orientation (CO) and sales performance (SP) of SMEs in Nakawa Division. Results from the regression analysis showed that Customer orientation (CO) is a more influential and significant predictor of sales performance of SMEs compared to Social Media Marketing Adoption (SMMA). It is therefore recommended for SMEs to adopt and emphasize Customer orientation in their operations. This can be achieved through actively engaging with customers, assessing their needs, and providing personalized services. Additionally, utilizing social media platforms can aid in gathering customer data, enhancing customer relationships, and improving customer orientation. Fostering strong salesperson-customer relationships and leveraging social media marketing adoption should be considered by SMEs in order to improve their sales performance.
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This is a master's thesis.
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Citation
Mpiriirwe, R. (2023). Social Media Marketing Adoption, Customer Orientation and Sales Performance of SMEs in Nakawa Division. (Unpublished master's dissertation). Makerere University Business School, Kampala, Uganda.