Social media platforms – Journal of Research Innovation and Implications in Education

Social Media Platforms Manufacturing Small and Medium Enterprises Use to Enhance Market Performance in Wakiso District, Uganda

JRIIE — Fri, 23 May 2025 05:29:07 +0000

Mbowa Henry Stanley – Kabale University

Eton Marus – Muni University

Sylivia Byarugaba Tushabe – Kabale University

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.

Factors Affecting Social Media Usage in Students’ Selection of Study Programs in Higher Learning Institutions: A Case of Moshi Cooperative University and Mwenge Catholic University

JRIIE — Thu, 13 Feb 2025 08:56:56 +0000

Winfrida Justo Mbowe – Arusha Technical College

Elizabeth Swai – Mwenge Catholic University, Tanzania

Email: winfrida.mbowe@atc.ac.tz/ elizabeth.sing92@gmail.com

Abstract: For the past decade social media usage has tremendously increased. Despite the growth, it is still unclear how the use of social media platforms affects the choice of students in Higher Learning Institutions in Tanzania. Therefore, the mainpurpose of this study was to examine the extent to which factors affecting social media usage in students’ selection of study programs in Higher Learning Institutions. The study was conducted on two higher Learning Institutions namely Moshi Cooperative University (MOCU) and Mwenge Catholic University (MWECAU) located in Kilimanjaro region. The study employed cross-sectional research design. The data collection method employed method used was survey method. The study used the sample size of 357 out of 3333 first year undergraduate students. Furthermore, the study employed multiple linear regression to test for the relationship between variables. The results of the study indicate that facilitative conditions, costs, skills and competence, and social Influence are statistically significant in predicting social media usage in students’ choice/selection of study programs. The study concluded that there is enough statistical evidence to explain the extent to which factor affecting social media usage in students’ selection of study programs in Higher Learning Institutions. Furthermore, the study recommended that the university should strive to expand their operations to multiple social media applications.