The Effects of Social Media Usage on Small Enterprise Performance

Abstract

Social media has reached a higher level of popularity in the online world. Today, most enterprises are using social media platforms to conduct business. Nevertheless, there is still a need to explore how the use of social media affects enterprise performance. This study aims to look at the impact of social media usage on the performance of small enterprises. There are two independent variables discussed in this study, namely communication with customers and video advertising. In general, small business owners are still seen to be less knowledgeable in the use of technology. This study is a quantitative study using a questionnaire as a research instrument. A total of 351 small enterprise entrepreneurs were involved in this study and the data were analyzed using the Statistical Package for the Social Sciences (SPSS) version 22 software. The data obtained in this study were analyzed using descriptive statistics involving mean values and standard deviations. The effects of the use of social media and video advertising on the performance of small enterprises were tested using regression analysis. The findings of this study indicated that the use of social media is moderately high. Furthermore, the use of social media also has a positive and significant impact on the performance of small enterprises. Thus, several suggestions are discussed in this paper to raise awareness of the importance of using social media as a marketing tool in improving the performance of small enterprises