A survey of influence of demographics on the adoption of social media as a strategic marketing tool among micro small and medium enterprises within Meru Municipality

Abstract

This study aims to examine how demographic factors such as age, gender, race and education influence the adoption of social media as a strategic marketing tool within the micro small and medium sized enterprises (MSMEs). Social media can be used by businesses for various functions, including but not limited to marketing and customer relationship mcttagement. It is particularly suitable for MSMEs because of its minimal cost, low barriers to participation and low level of IT skills required to use it.

Previous research on social media has focused primarily on usage patterns in the developed world. These researches reveal a high usage rate among teenagers and young adults. However, recent studies show a growing number of older adults taking a keen interest. The divide between the genders has significantly reduced with studies showing females being more involved in social media than males. Although race and education influence adoption of social media in a variety of ways, recent research has not found significant impact of these factors on patterns of use.

By focusing on MSMEs within Meru Municipality which is characterized by a heterogeneous growing business community, the expected findings of this survey study will reveal the vital role demographic factors play in adoption of social media as a strategic marketing tool and in extension explain the slow adoption among African and in particular Kenyan MSMEs.