Social Media Marketing for Small and Medium Enterprise Performance in Uganda: A Structural Equation Model

Thanks to the ongoing expansion of internet access and, most recently, movement restrictions that were put in place globally stop COVID-19 spread, many small and medium enterprises (SMEs) are prepared use social media platforms market their products as a way improve business performance emerging economies. Businesses at all levels marketing (SMM) see considerable increase output. This study’s objective is identify factors significantly help Ugandan SMEs implement SMM techniques enhance commercial performance. Here, statistical models utilized analyze how age gender owners moderating variables affect adoption Uganda. A theoretical model based on Technology Acceptance Model (TAM) Innovation Diffusion Theory (IDT) theories has been out part specific conceptual framework. The following indicators used evaluate SMEs: sales, customer engagement, awareness customers’ needs, low operation costs, brand modification by staff. Empirical validation performed using 152 units (observation units) corresponding number respondents (units analysis), ensuing analyses have done structural equation modelling (SEM). results indicate compatibility perceived ease positive impact adopt SMM, while usefulness negative SMM. Age effect. With limited studies available subject, this research contributes already existing literature combining two components TAM one component IDT explain when moderated both developing economy.