{"id":7191,"date":"2025-02-24T16:52:47","date_gmt":"2025-02-24T16:52:47","guid":{"rendered":"https:\/\/scai.kibu.ac.ke\/?p=7191"},"modified":"2025-12-24T02:41:21","modified_gmt":"2025-12-24T02:41:21","slug":"effect-of-instagram-utilization-as-a-social-media-network-on-performance-of-small-and-medium-enterprises-in-kigali-city-rwanda","status":"publish","type":"post","link":"https:\/\/kibu.ac.ke\/scai\/effect-of-instagram-utilization-as-a-social-media-network-on-performance-of-small-and-medium-enterprises-in-kigali-city-rwanda\/","title":{"rendered":"Effect of Instagram Utilization as a Social Media Network on Performance of Small and Medium Enterprises in Kigali City, Rwanda"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7191\" class=\"elementor elementor-7191\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-47b84d40 elementor-section-full_width elementor-section-height-min-height elementor-section-items-stretch elementor-section-height-default\" data-id=\"47b84d40\" data-element_type=\"section\" id=\"ourgoal\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-122d0262\" data-id=\"122d0262\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-385228f7 elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"385228f7\" data-element_type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Effect of Instagram Utilization as a Social Media Network on Performance of Small and Medium Enterprises in Kigali City, Rwanda<\/h1>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-61190b97 elementor-section-height-min-height elementor-section-boxed elementor-section-height-default elementor-section-items-middle\" data-id=\"61190b97\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-509906f6\" data-id=\"509906f6\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-4dc28f4f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4dc28f4f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-2685b5e9 elementor-invisible\" data-id=\"2685b5e9\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;fadeIn&quot;,&quot;animation_mobile&quot;:&quot;none&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2c01ae53 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"2c01ae53\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">2023<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-52f20978 elementor-invisible\" data-id=\"52f20978\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;fadeIn&quot;,&quot;animation_mobile&quot;:&quot;none&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1f6e6fd0 elementor-widget elementor-widget-heading\" data-id=\"1f6e6fd0\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">KIBU Authors<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-22f7253 elementor-invisible elementor-widget elementor-widget-text-editor\" data-id=\"22f7253\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Dr. Yonah Etene<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-3fdada04 elementor-invisible\" data-id=\"3fdada04\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;fadeIn&quot;,&quot;animation_mobile&quot;:&quot;none&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9b4e11b elementor-tablet-align-left elementor-invisible elementor-widget elementor-widget-button\" data-id=\"9b4e11b\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInLeft&quot;}\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-shrink\" href=\"https:\/\/www.iosrjournals.org\/iosr-jbm\/papers\/Vol25-issue1\/Ser-3\/E2501033142.pdf\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">VIEW ON PUBLISHER SITE<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-1c07d644 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1c07d644\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-25fc1642 elementor-invisible\" data-id=\"25fc1642\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;fadeIn&quot;,&quot;animation_mobile&quot;:&quot;none&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-17b0f2cb elementor-widget elementor-widget-heading\" data-id=\"17b0f2cb\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Abstract<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5c805052 elementor-invisible elementor-widget elementor-widget-text-editor\" data-id=\"5c805052\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>The Internet has enabled technological developments and also created a dynamic environment for the exchange of information. It has fundamentally altered the way people live, interact, and conduct their business. In Rwanda, branding and market penetration by local enterprises continues to be impeded. Small and medium enterprises have inadequate knowledge of digital marketing. Digital marketing, which has become a global norm, is still in its infancy stage in Rwanda. The purpose of this study was to investigate the effect of the Instagram utilization as a social media network on the performance of small and medium enterprises in Rwanda. The target population consisted of 393 small and medium enterprises operating in the industry sector in Kigali City with a sample size of 198. The research used both quantitative and qualitative approaches. Descriptive and inferential statistics was used to analyze the data. Results illustrated that Instagram utilization as a social media network had a positive relationship with organizational performance, as shown in Table 4, with a correlation coefficient (R) of 0.527. The R-square obtained was 0.278, indicating that Instagram utilization as a social media network accounted for 27.8 percent of the observed change in performance of SMEs. It was concluded that if the County Government of Turkana consistently utilized Instagram as a social media network then performance of SMEs would improve drastically. Since social media usage is regarded valuable in company yet there is no encouragement towards usage by the owner-mangers, it was recommended that the Government of Rwanda should create more enabling environment to encourage use of social media especially Facebook, Instagram, and Twitter by SMEs.This study would be used as reference material by academicians and other researchers who intended to carry out studies in relation to social media network and performance of small and medium enterprises.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>2023 KIBU Authors Dr. Yonah Etene VIEW ON PUBLISHER SITE Abstract The Internet has enabled technological developments and also created a dynamic environment for the exchange of information. It has fundamentally altered the way people live, interact, and conduct their business. In Rwanda, branding and market penetration by local enterprises continues to be impeded. Small [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[],"class_list":["post-7191","post","type-post","status-publish","format-standard","hentry","category-research-list"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Effect of Instagram Utilization as a Social Media Network on Performance of Small and Medium Enterprises in Kigali City, Rwanda - School of Computing &amp; Informatics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kibu.ac.ke\/scai\/effect-of-instagram-utilization-as-a-social-media-network-on-performance-of-small-and-medium-enterprises-in-kigali-city-rwanda\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Effect of Instagram Utilization as a Social Media Network on Performance of Small and Medium Enterprises in Kigali City, Rwanda - School of Computing &amp; Informatics\" \/>\n<meta property=\"og:description\" content=\"2023 KIBU Authors Dr. Yonah Etene VIEW ON PUBLISHER SITE Abstract The Internet has enabled technological developments and also created a dynamic environment for the exchange of information. 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