The Social Media Affecting Performance of SMEs in Sri Lanka
H K G S Ranasinhe
, R L Abeywikrama
Business performance, social media usage, Customer relations, SMEs
Due to the current debate on the positives and negatives of social media, most organizations are in an unclear state regarding the adoption of social media. Therefore, this paper aims to expand on earlier research relevant to the use of social media, which looked at three variables: social media for marketing, customer relations, and services, as well as information accessibility. It also looked at the impact of these variables on the performance of small and medium-scale enterprises in the Southern Province of Sri Lanka, specifically in terms of cost reduction, innovation, sales growth, and customer satisfaction. The data were gathered by distributing a structured questionnaire among a sample of 202 respondents from the Southern Province who operate businesses along with an established social media presence. While analyzing the data, the hypotheses were tested using the multiple regression analysis. This study considered three independent variables to assess business performance namely, social media marketing, social media usage for customer relations, and social media usage on information accessibility. The results of the study showed that social media usage has a very strong positive impact on business performance. If future researchers examine additional social media factors that affect the business success of small and medium-scale enterprises, such findings too will lead to improvement in the level of performance of the businesses.
"The Social Media Affecting Performance of SMEs in Sri Lanka", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.9, Issue 2, page no.385 - 392, February-2024, Available :https://ijsdr.org/papers/IJSDR2402057.pdf
Volume 9
Issue 2,
February-2024
Pages : 385 - 392
Paper Reg. ID: IJSDR_210082
Published Paper Id: IJSDR2402057
Downloads: 000347281
Research Area: Management
Country: Colombo, Western province, Sri Lanka
ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: IJSDR(IJ Publication) Janvi Wave
