Abstract

This research explores the applications and impacts of social media on the expansion and effectiveness of small and medium-sized enterprises in Buea municipality. Three primary theoretical frameworks were utilized to support the literature: Diffusion of Innovations theory, Uses and Gratifications theory, and Technology Acceptance Model. The overall aim of the study is to evaluate the applications and impacts of social media on business expansion and effectiveness.

The specific aims are to identify the types of social media platforms utilized by small and medium-sized businesses, to recognize the role of social media in business expansion and effectiveness, and to evaluate the extent to which social media has influenced small and medium-sized businesses in Buea. The quantitative research approach and survey research method were employed in this study. A sample of 150 registered small and medium-sized enterprises that were using social media for business purposes was chosen for this study.

Major findings indicated that WhatsApp (98%), Facebook (73.3%), and Instagram (50.7%) are the most commonly used social media platforms for business activities. Moreover, the results indicated that social media serves several functions in the expansion and effectiveness of businesses. The most significant function was brand building (66.7%), which involves establishing a favorable image of an enterprise and preserving a positive perception of an enterprise’s products or services.

The majority of small and medium-sized business operators recognized the critical role of social media in brand development. Additionally, the results revealed that social media aids in presenting and selling new products or services to new customers (47.3%), presenting and selling new products or services to existing customers (46%), presenting and selling existing products or services to existing customers (40%), analyzing competitors (44.7%), building and maintaining relationships with various parties such as suppliers, customers, employees (40.7%), and distributors, government officials, regulators, and interest groups. These effects focus on maximizing profit.

The researcher advises that SMEs should extensively adopt digital technologies such as social media platforms for business purposes. Business operators should allocate budgets specifically for social media advertising.

Ironically, many business operators aspire to generate income from social media usage but neglect to invest in social media due to its potential to enhance profit margins. Social media has become an integral part of business and companies must incorporate it into their operations to engage and serve customers in a new, appropriate, comfortable, and convenient manner.

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