Impact of Social Media Engagements on Small and Medium Enterprises in Kenya

Margaret Muthoni Muchori () and Dr. Patrick Reid ()

Journal of Entrepreneurship and Project Management, 2025, vol. 10, issue 3, 1 - 16

Abstract: Purpose: Influencers in social media have developed into a powerful marketing force, significantly impacting Kenyan small and medium-sized enterprises (SMEs). Consequently, social media influencers' power is reshaping the business landscape, opening up possibilities for expansion for SMEs in an increasingly digitalized economy. This study aims to assess the impact of social media engagements on SMEs in Kenya. Methodology: This study adopted positivism philosophy which is based on data collection. The study used mixed approach research design. The study collected 385 questionnaires .The study used primary data. Data was processed and analyzed with the help of statistical techniques such as descriptive statistics and inferential analysis for quantitative data and thematic analysis for qualitative responses. Findings: The findings confirm that social media engagement is a key driver of business success for SMEs in Kenya, as engaging with customers helps build brand trust, increase visibility, and drive sales. The study confirms that social media comments are a significant component of SME product design and marketing planning in Kenya. SMEs have customer-driven improvement, more sophisticated marketing tactics, and better customer interactions. Unique Contribution to Theory, Practice and Policy: SMEs must adopt specialized social media management strategies to increase engagement, ensuring frequent and effective online presence. Personalized responses to customers' inquiries can help to create stronger relationships and to build brand loyalty by making customers feel listened to and valued. In addition, companies must prioritize creating visually engaging content, as captivating visuals can significantly increase interactions and translate into higher sales conversions. By implementing these steps, SMEs can maximize the success of their social media efforts and improve overall brand performance.

Keywords: Social Media Engagements; Small and Medium-sized Enterprises (search for similar items in EconPapers)
Date: 2025
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