Browsing by Author "Gekombe, Caleb"
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Item Small and Medium Enterprises and Social Media Usage: A Fashion Industry Perspective(University of Dar es Salaam Library Journal, 2020) Gekombe, Caleb; Elly, Tumsifu; Jani, DevThis article examines how social identity, perceived usefulness and perceived ease of use of social media influence the use of social media in Small and Medium Enterprises dealing with fashion, in Kenya. The study was informed by the Social Identity Theory, Technology Acceptance Model and Theory of Planned Behaviour. A total of 150 managers who owned Small and Medium Enterprises dealing with fashion, from Nairobi and Kiambu counties, were surveyed using a structured questionnaire. Collected data were analysed mainly through regression analysis. Findings show that perceived ease of use and perceived usefulness of social media bear significant influence on usage of social media whereas social identity has not been found to have an influence on social media use. The fashion industry in Kenya was found to be dominated by females with most of them using Facebook compared to other social media platforms. These findings however suggest not only that social media use is limited to communication, but also that it is relevant for knowledge sharing, content generation, information storage and retrieval among current users and future patrons.Item Social media use among small and medium enterprises: a case of fashion industry growth(University of Dar es Salaam Library Journal, 2019) Gekombe, Caleb; Elly, Tumsifu; Jani, DevThis article examines how social identity, perceived usefulness and perceived ease of use influence the use of social media in SMEs and whether the use of social media influences the growth of fashion SMEs in Kenya. A survey involving 394 owner-managers of fashion SMEs from Nairobi and Kiambu counties was done, using a structured questionnaire; and multivariate analysis was done through structural equations modelling. Social identity and perceived ease of use bore significant influence on the usage of social media whereas perceived usefulness showed no significance in influencing owner-managers’ intention to use social media. The use of social media on the other hand had a significant influence on SME growth. Social media usage is considered useful in business but there is no motivation towards usage by the owner-mangers. Policy makers can therefore provide an enabling environment to encourage use of social media by SMEs. This study sought to find out whether or not the use of social media has a direct effect on growth of SMEs.Item Social media use among small and medium enterprises: a case of fashion industry growth(UDSM, 2019-07-30) Gekombe, Caleb; Elly, Tumsifu; Jani, DevThis article examines how social identity, perceived usefulness and perceived ease of use influence the use of social media in SMEs and whether the use of social media influences the growth of fashion SMEs in Kenya. A survey involving 394 owner-managers of fashion SMEs from Nairobi and Kiambu counties was done, using a structured questionnaire; and multivariate analysis was done through structural equations modelling. Social identity and perceived ease of use bore significant influence on the usage of social media whereas perceived usefulness showed no significance in influencing owner-managers’ intention to use social media. The use of social media on the other hand had a significant influence on SME growth. Social media usage is considered useful in business but there is no motivation towards usage by the owner-mangers. Policy makers can therefore provide an enabling environment to encourage use of social media by SMEs. This study sought to find out whether or not the use of social media has a direct effect on growth of SMEs.