Factors Influencing Adoption Of Social Media Advertising On Growth Of Small And Medium Enterprises: A Case Of Nairobi County, Kenya.

Abstract

This study focuses on factors influencing adoption of Social Media Advertising towards growth of Small and Medium Enterprises (SMEs) in Nairobi County, Kenya. Four objectives guided this study. The first objective focused on factors influencing social media user skills towards growth of Small and Medium Enterprises. The second objective investigated on social media accessibility on growth among Small and Medium Enterprises. The third objective did examine the influence of time utilized by social media users on entrepreneurship growth among Small and Medium Enterprises. Last but not least the study did examine the influence of online advertising cost on entrepreneurship growth of Small and Medium Enterprises. In order to study these objectives, a conceptual framework was used to enhance the understanding of the factors that may influence adoption on social media advertising in growth of SMEs. A survey method was adopted as the research design since the data is collected without manipulation of any variable. A sample size of 190 SME was used as respondents out of a target population of 950 SMEs. A questionnaire was employed as the research instrument and pre-testing was conducted to determine its accuracy, clarity and suitability. Content validity was used to examine whether the instrument answered the research questions as intended. Instrument reliability was assessed using the results of piloting through test-retest technique. Data collected was coded and processed using the Statistical Package for Social Sciences (SPSS). The data collected was analyzed, interpreted and presented in form of tables. The study found out that most of the respondents have got access to internet and are making a huge presence in social media sites with less attention to undertaking online advertising. There is a huge unexploited opportunity of capturing online clients of small and medium enterprises. Small and medium enterprises just needs to switch from socializing with friends and start advertising their products and services through online. The study recommended that since most of the respondents lack social media skills, internet and computer courses be introduced in schools. This includes university and colleges where students will be prepared on how to transact online business and internet marketing