Social Media Marketing as a Competitive Strategy on Sales Performance in Small and Medium Enterprises in Nakuru Central Business District (CBD)- Kenya

Social media offers new and innovative ways to small and medium business enterprises to communicate and network via the internet. Currently, there are various platforms provided by the social media networks such as Face-book, Google plus, LinkedIn, YouTube, Skype, WhatsApp and Twitter which are used as tools for marketing. Social media has opened a new perspective in the way business is conducted. The study sought to determine effects of social media marketing strategies on performance of small and medium enterprise in Nakuru Central Business District (CBD). The study was guided by the following objectives: To establish the social media strategies adopted by small and medium enterprises to enhance sales performance in Nakuru CBD, to explore the use of social media by small and medium enterprises in customer acquisition which leads to increased sales performance. The research adopted survey design. The study targeted the 350 registered micro and small enterprises in Nakuru CBD. The sample for the study was 78 micro and small enterprises. Simple random sampling procedure was used to select the small and medium Enterprises. Primary data was collected by the use of structured questionnaires. The findings indicated that marketing strategies and customer acquisition affect greatly and positively the sales performance among SMEs. The study recommends that online marketing strategies should be improved by SMEs in order to increase their sales performance and SMEs should have a clear customer acquisition framework in order to have a sustainable target market segment Dr. Charles Mulandi Zakayo"Social Media Marketing as a Competitive Strategy on Sales Performance in Small and Medium Enterprises in Nakuru Central Business District (CBD)- Kenya" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-4 , June 2018, URL: http://www.ijtsrd.com/papers/ijtsrd14533.pdf http://www.ijtsrd.com/management/strategic-management/14533/social-media-marketing-as-a-competitive-strategy-on-sales-performance-in-small-and-medium-enterprises-in-nakuru-central-business-district-cbd--kenya/dr-charles-mulandi-zakayo