The effectiveness of social media marketing techniques in improving customer attraction amongst selected SMEs in Kampala

Abstract

In Uganda’s increasingly digital marketplace, the ability of SMEs to leverage social media effectively has become a critical determinant of customer attraction and retention. This quantitative cross-sectional study examined the effectiveness of social media marketing techniques in improving customer attraction among selected SMEs in Kampala. Using convenience sampling, data were collected from 87 SMEs through structured questionnaires. The study aimed to: determine the relationship between social media marketing and customer attraction; identify the techniques SMEs employ; assess the role of regulatory bodies; explore factors affecting effectiveness; and provide practical recommendations. Findings revealed that training, sensitization, and education were the most frequently recommended strategies for enhancing social media marketing, particularly in the retail and services sectors. Other suggestions, such as tax relief, financial incentives, and increased government collaboration, were less common, indicating these are secondary to skills development. The results highlight the need for targeted capacity-building programs and supportive institutional frameworks to enable SMEs to maximize the potential of social media for driving business growth and attracting new customers.