Published Paper Details:

This study examines the perceptions of employees working in Micro, Small, and Medium Enterprises (MSMEs) toward the importance of social media in enhancing business performance. With growing digitalisation and competitive market pressure, social media has emerged as a crucial tool for marketing, communication, customer engagement, and business expansion. The study is relevant as many MSMEs still face challenges in effectively adopting digital platforms due to limited resources, skills, and awareness. A quantitative survey method was used, involving 120 employees from various MSMEs across service, manufacturing, retail, and creative sectors. Descriptive statistics and chi-square tests were applied to analyse opinions and examine associations between demographic variables and social media adoption perceptions. Findings indicate that the majority of employees strongly believe social media significantly boosts business visibility, customer reach, brand engagement, and sales conversions. Results emphasise the need for social-media-oriented training, digital literacy enhancement, and strategic adoption practices within MSMEs.