Impact Of Facebook And Whatsapp As Social Marketing Agent On E- Marketing For The Performance Of Smes In Uae: A Structural Equation Modelling

Abstract

Abstract: The major focus of this research paper is to assess the impact of e-commerce by using social media platforms in Small and Medium Enterprises in the context of United Arab Emirates. This research papers investigate the social media marketing impact on SMEs performance. Data were collected from the SMEs in UAE. This research employed quantitative approach and used questionnaire. The model was developed using SPSS and AMOS software. Whereas, purposive sampling approach has been used and the target population of this study was 100 workers and staff member of SMEs at UAE. The survey questioner has been utilized for the data collection process in this study. According to the findings, the direct relationships between SME Performance and the four exogenous constructs. The standardized regression weight for the path indicated that only one of the path coefficients which was Performance and National culture are non-significant. Thus, the remaining all are significant such as; Performance and Facebook; Performance and WhatsApp and Performance and Email, which collectively explained about 81 percent variation in SME Performance. Similarly, the path coefficients for the relations between the endogenous construct, national culture and the three exogenous constructs (Facebook, WhatsApp and email) which indicated a statically significant relationship. There for this study reflects that there is a statistically significant impact of social media platforms for marketing and e commerce strategies on national culture performance in SMEs at UAE.