Effects of social media on the growth of small businesses in Kenya: A case of go places Kenya

Abstract

This study explored the effect of social media on the growth of small business in Kenya. The study was motivated by the need to analyse the effect of social media based on the insight from customers’ of Go Places Kenya. The study aimed to achieve the following objectives; determine the effect of social media on customer loyalty of small businesses in Kenya, find out how social media affects sale volume of small business in Kenya, assess the effect of social media on Brand awareness of small businesses in Kenya and determine the effect of social media on customer service of small business in Kenya. Simple random sampling technique was used to get the desired sample size (30 respondents). Questionnaires were used to collect data. The study relied on social network theory and Media Uses and Gratifications theory .The researcher found out that most respondents have social media account (s) with face book or twitter handle accounts having the most users; social media is a powerful tool of sharing information among people of different social classes. It was also found out that social media creates product awareness can be used monitor customer experience. The study recommends for more presence of Go Places Kenya on social media and a combination of both social media and traditional media by small businesses to reach a wider range of customers. The researcher also suggests for further studies on the usage patterns of social media users which could help a great deal in marketing of products