Social Media Advertising and Its Impact on Performance of Companies a Case Study of Orange Uganda

Abstract

The main purpose of the study was to find out how social media advertising affects the business performance of business using Orange Uganda as the case study. The study was guided by the following objectives: to analyze the concept of social-media advertising and its benefits to businesses, to find out determinants of business performance and to examine challenges facing businesses using social media advertising. The study was carried on using a detailed literature review thereby analyzing what various authors have written about the topic. This was done by looking into different books. Data was collected using a self administered questionnaire, and face to face interviews. The study was conducted using 40 respondents including the management and employees of Orange Uganda especially those involved corporate governance The results from the findings indicated that majority of the respondents were female in the age group between 21 - 30 years, who were married. The Findings from the restudy revealed that through social media advertisement, customer awareness is created which increases the business customer base and also that social Media advertising offers a lot of freedom in the way the company wants to create leads and get new clients. The study also revealed that profitability of the business, productivity of employees and sales and market share were among the determinants of business performance. Social media advertising faces challenges of demographic factors such as age which influences the attitude of social media users towards advertising in addition to the challenge of safety and security concerns. Finally, a number of recommendations were suggested such as the need for organizations to enhance and adopt better technological equipments to easy advertising via social media, and that organizational leaders need to invest strategically in the developing their man power with skills on how to use social media advertising.

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