Examining the influence of social media marketing activities on MSEs performance in Zimbabwe

This study examined the influence of social media marketing activities (SMMA) on the performance of small to medium enterprises (SMEs) in Zimbabwe. The study employed a descriptive survey research design using a self-administered questionnaire. Data were analysed using descriptive statistics and ordinary least squares (OLS) regression analysis. The study sample comprised 384 SME owners/managers in three cities in Zimbabwe. The results show that SMMA affected SME performance. The results also indicate that the SMMA that an SME undertakes has a positive impact on financial and non-financial performance of SMEs. The findings reveal that interactivity had a significant positive effect on brand awareness and brand visibility by consumers, which improves SME financial performance. In addition, entertainment, electronic word of mouth (e-WOM), and customisation have a statistically significant positive influence on the SME’s performance. The study concluded that SMMA positively influence SME performance. The study recommends that marketing professionals use SMMA based on the desired marketing objective. Thus, incorporating entertainment, customisation, and e-WOM activities can achieve a high level of non-financial performance for the SME. Using activities that stimulate interaction with the brand’s social media platforms accomplishes a high level of SME performance.