Eton Marus – Muni University

Sylivia Byarugaba Tushabe – Kabale University

Email: mbowa200@gmail.com

https://orcid.org/0000-0003-1107-3056

Abstract: Social Media Platforms are a supreme medium of communication between businesses and customers to enhance Market Performance in contemporary times. However, social medial platforms remain underexplored in the local literature, despite their usefulness to market performance. Thus, the study examined the common social media platforms used by manufacturing Small and Medium Enterprises (SMEs) to enhance market performance in Wakiso district, Uganda. The study employed a cross-sectional survey design targeting 2,279 SMEs from 340 SMEs were determined using the Yamane formula. Data was collected through structured questionnaires using KoboCollect tool, and interviews. Thereafter, data was analyzed using SPSS v.23 to generate frequencies and percentages. Results indicated that WhatsApp (51%) and Facebook (35%) were the predominant platforms employed by manufacturing SMEs while YouTube (6.2%), Twitter (3.4%) and others (TikTok and LinkedIn) accounted for 4.5%. The results underscore the significant potential of social media platforms in boosting market performance when leveraged effectively. The study recommended that Wakiso district local government and telecommunication providers should consider policy interventions including reducing data costs, sensitization and training programs for different SMEs stakeholders. Further, SME managers should implement regulatory measures to ensure strategic use of social media platforms for sustainable market performance.

Abstract: The overall market performance of Micro and Small Enterprises in Tanzania has been observed to be poor because entrepreneurs are unable to compete, identify opportunity, identify the needs of customers and produce what is needed and failure to retain and satisfy their customers. As a result, the graduating rate of micro to small, medium and large enterprises in Tanzania is absolutely very low. This high failure rate is mainly caused by lack competent entrepreneurs who can compete, explore market environment, identify and exploit business opportunities. The purpose of this study was to establish the association between entrepreneurship mentoring programme and Small Industrial Development Organization (SIDO) supported Micro Small Enterprises’ (MSEs) market performance in Arusha Municipality. The study used cross-sectional research design. Data were collected using survey questionnaire on 230 sampled Small Industrial Development Organization (SIDO) supported MSEs and analysed by using Structural equation model (SEM). The results revealed that there was positive relationship between entrepreneurship mentoring programme and SIDO supported MSEs market performance. The study contributes in providing empirical evidence to body of knowledge and provides an insight to policy makers on the role of entrepreneurship mentoring programme in supporting or facilitating performance of MSEs in the market. The study concluded that overall entrepreneurship mentoring programme has strong positive association with MSEs market performance. The study recommended that SIDO and other institutions offering entrepreneurship training programmes to establish incubation Centres that will incubate MSEs after graduating from entrepreneurship trainings so that they can be well mentored and monitored.