Integration of WhatsApp and its Influence on Small and Medium Enterprise Performance in Buloba Town, Wakiso, Uganda

Abstract

This study investigates the adoption of WhatsApp among Small and Medium-Sized Enterprises (SMEs) in Buloba, Wakiso district, Uganda, and its impact on business performance as a means to help attain some aspects of the Sustainable Development Goals (SDGs). The research reveals a high level of WhatsApp adoption, particularly in skilled usage, platform following, customer engagement, product marketing, and customer ordering. Positive correlations between WhatsApp adoption and SME performance indicate its potential role in enhancing business outcomes. Multiple regression analysis demonstrates that approximately 20.6% of SME performance variance is explained by WhatsApp adoption, with customer engagement showing a marginally significant positive relationship. The findings emphasize the role of WhatsApp, especially in customer engagement, for SME success. Recommendations include prioritizing customer engagement, providing SME training, and further research to delve into specific influencing factors. The study contributes valuable insights into the budding landscape of SMEs in Buloba, emphasizing the need for strategic use of WhatsApp for sustained business success.