A Framework for Evaluating the Acceptability and Usability of Social Media in Enhancing SME Business Communication in Siaya County, Kenya

Small and Medium Enterprises (SMEs) in Kenya face persistent challenges in adopting social media for business communication despite its growing importance in enhancing competitiveness, customer engagement, and market visibility. In Siaya County, barriers such as high internet costs, low digital literacy, and infrastructural gaps hinder effective adoption. This study therefore sought to investigate the acceptability and usability of social media platforms and their influence on effective business communication among SMEs. Specifically, the study aimed to: (i) assess the factors influencing the acceptability of social media platforms, (ii) examine the relationship between usability and effective business communication, and (iii) determine the influence of demographic characteristics on SMEs’ perceptions. The target population comprised SME owners, managers, and employees across the retail, hospitality, services, and agribusiness sectors. A multi-stage sampling strategy was employed, using stratified random sampling to select 385 respondents, out of which 302 participated (78.4% response rate), complemented by purposively selected key informants. Data were collected using structured questionnaires and Key Informant Interviews. Reliability tests yielded Cronbach’s Alpha values ranging from 0.876 to 0.959, confirming high internal consistency. Since data violated normality assumptions, non-parametric analyses were applied: Spearman’s correlation revealed a moderately strong positive relationship between acceptability and business communication effectiveness (ρ = 0.616, p < .001), and a moderate positive correlation between usability and effectiveness (ρ = 0.475, p < .001), while the combined acceptability-usability index also correlated significantly with effectiveness (ρ = 0.566, p < .001). The Kruskal-Wallis H test showed significant differences in acceptability across age groups (χ² = 37.079, df = 3, p < .001), with the 26–35 group reporting the most favorable views. The Mann-Whitney U test indicated significant gender-based differences in usability perceptions (U = 7526.000, Z = -3.816, p < .001), with males rating usability more positively. The study recommends enhancing SME digital literacy, improving infrastructure, and implementing gender-responsive and age-sensitive strategies to maximize social media effectiveness. The study contributes to knowledge by developing the Social Media Acceptability and Usability Framework (SMAUF), offering evidence-based guidance for SMEs and policymakers to strengthen business communication in resource-constrained contexts.