The Effect of Social Media on Brand Awareness: A Case of Uganda SMES in the Manufacturing Sector

This study sought to determine how social media affects SMEs in the manufacturing sector. When it comes to building or raising brand awareness. This study also looked at how social media sites affect interactions between clients and brands when they get familiar with them. In this investigation study based on the literature review survey instrument was prepared to interview with SME employees and different management levels from SMEs in the manufacturing sector of Uganda. This study used quantitative approach with the statistical program for social sciences (SPSS), questionnaires were coded, sorted and categorized before being administered as part of the quantitative technique. The data were analyzed using incidences, percentages, means, and standard deviation. Using the test of significance, the effect’s significance was also evaluated. The researcher of this study has determined that social media has a significant impact of SMEs in building brand awareness through interviews with employees of SMEs in Uganda’s manufacturing sector and reading previously produced literature on the subject. Furthermore, there is a better comprehension of how social media contributes to the development of a solid and positive relationship between a company and its clients. There is interest in conducting more research that includes SMEs outside of the industry. Customers would contribute more to the research if they were asked questions in the interviews. In addition to whether a partnership affects the decision to invest in advertising.