Template-Type: ReDIF-Article 1.0
Author-Name: Kamala Emmanuella James Laki
Author-Name-First: Kamala
Author-Name-Last: Laki
Author-Email: laki1@uniba.sk
Author-Workplace-Name: Comenius University Bratislava, Bratislava, Slovakia
Author-Name: Andrej Miklosik
Author-Name-First: Andrej
Author-Name-Last: Miklosik
Author-Email: miklosik4@uniba.sk
Author-Workplace-Name: Comenius University Bratislava, Bratislava, Slovakia
Title: Leveraging AI-powered social media platforms to enhance customer engagement and drive sales growth in Uganda’s SMEs 
Abstract: In the digital age, Artificial Intelligence (AI) has transformed social media platforms into powerful marketing tools, particularly for small and medium-sized enterprises (SMEs) seeking to improve customer engagement and drive sales. This study investigates the role of AI-powered features such as chatbots, content recommendation algorithms, targeted advertising, and predictive analytics on platforms like Facebook, WhatsApp, TikTok, and Instagram in enhancing brand visibility and influencing sales performance among SMEs in Uganda. In an extended Technology Acceptance Model (TAM), the study employed a mixed-methods approach, collecting survey data from 155 SMEs operators across Kampala, Gulu, Mbale, and Mbarara. Using multiple regression analysis, the findings reveal that attitude towards AI tools and customer engagement are the strongest predictors of sales growth, followed by perceived usefulness and ease of use. The study highlights the growing relevance of AI in the Ugandan SME ecosystem and underscores the need for digital skills development, localized AI tools, and inclusive policy support to maximize AI’s impact on business growth. This study concludes with practical recommendations and proposes future research directions to bridge digital disparities and expand understanding of AI’s transformative potential in emerging markets.
Classification-JEL: L26, M15, M31, O33
Keywords: artificial intelligence (AI), social media marketing, small and medium-sized enterprises (SMEs), customer engagement, sales performance, digital marketing adoption, emerging markets, digital transformation
Pages: 46-58
Volume: 20
Issue: 3
Year: 2025
File-URL: https://msijournal.com/leveraging-ai-powered-social-media-platforms-uganda/
Handle: RePEc:cub:journm:v:20:y:2025:i:3:p:46-58