MANAGING OF FACEBOOK PAGE FOR SELECTED SMALL AND MEDIUM ENTERPRISES (SMEs): A CASE STUDY OF MUKONO MUNICIPALITY RESTAURANTS IN UGANDA

Qudrah, Bezibweki (2024) MANAGING OF FACEBOOK PAGE FOR SELECTED SMALL AND MEDIUM ENTERPRISES (SMEs): A CASE STUDY OF MUKONO MUNICIPALITY RESTAURANTS IN UGANDA. S1 - Sarjana thesis, Universitas AMIKOM Yogyakarta.

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Abstract

This research study investigates the impact of Facebook management on selected Small and Medium Enterprises (SMEs), focusing on restaurants in Mukono Municipality, Uganda. The study examines the theories of the Circular Model of SoMe for Social Communication, digital marketing, Facebook marketing, customer engagement, and marketing orientation to understand how utilizing Facebook as a marketing tool influences SME success in the restaurant industry. Data was collected from SME owners and managers using interviews, and the data was analyzed using qualitative methods. The study found that Facebook significantly influences the visibility, customer engagement, and sales growth of SMEs in Uganda. The study recommends restaurants make use of targeted advertising features and sponsored posts to reach a larger audience. The findings suggest that a qualitative approach to Facebook marketing can help SMEs in the restaurant industry in Mukono Municipality, Uganda, establish a strong online presence and effectively engage with their target audience to drive business success.

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