The Emergence of Social Media and Its Impact on SME Performance

Abstract

This study aims to critically analyze the emergence of social media (SM) and its impact on Small- and Medium-sized Enterprise (SME) performance. This study employs a qualitative methodology for gathering information which has been able to provide clear insights, good quality, and rich data from the direct source. The evidence from this study suggests there is a relationship between the growth of a company's market share and the adoption of social media. There is also evidence that SM helps to improve sales figure, brand image and awareness. The findings in this study also suggest that SM helps to improve communication between companies and customers. The main implication of these findings is that SMEs should be encouraged to establish their presence on different social media networks in order to enhance their performance.