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Social Media Usage and Business Performance among Small and Medium Scale Marketers in Batticaloa, Sri-Lanka

Authors:

A. S. M. Siraj ,

Eastern University, LK
About A. S. M.
Faculty of Commerce and Management
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M. Vajra,

Eastern University, LK
About M.
Faculty of Commerce and Management
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P. Pretheeba

Eastern University, LK
About P.
Faculty of Commerce and Management
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Abstract

The popularity of social media has exploded in decade ago, and during this pandemic situation, the need and the role of social media plays a massive role. The current study intended to produce empirical evidence on the relationship and the effect between social media usage and business performance in the context of Small and Medium Enterprises in Batticaloa. Mainly the research aims to reveal the influence of customer relationship management, market access, and information on the advancement of SMEs. The study utilized a descriptive survey methodology, with 250 respondents. The data were analyzed using descriptive, univariate, and bivariate analysis. The study revealed that social media has a strong positive impact on the business performance of SMEs. This study postulated an awareness of the significance of social media and its benefits. The results would motivate and guide SMEs in the espousal of social media as a tool for business activities.
How to Cite: Siraj, A.S.M., Vajra, M. and Pretheeba, P., 2021. Social Media Usage and Business Performance among Small and Medium Scale Marketers in Batticaloa, Sri-Lanka. Wayamba Journal of Management, 12(2), pp.297–324. DOI: http://doi.org/10.4038/wjm.v12i2.7542
Published on 30 Dec 2021.
Peer Reviewed

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