Social media marketing tools are a phenomenon that has become an important aspect of the marketing mix and revolutionized the way companies interact with their customers. It is a new field of research and literature quick scan revealed that not many studies exist on social media marketing tools on SMEs in Abu Dhabi UAE. However, the few existing studies, without scientific proof to SMEs in Abu Dhabi UAE data, have been rushing to conclude that the emergence of social media marketing tools has led to the death benefits of social media for SMEs’ performance. Therefore, this research work is on the mediating effects of organizational culture on the relationship between social media marketing tools and SMEs’ performance in Abu Dhabi UAE. Therefore, this research is on the effect of social media tools (i.e. Facebook, WhatsApp, Twitter and Email) on the performance of SMEs in UAE; a structural equation modelling. Data were collected from the SMEs in Abu Dhabi. The research employed quantitative approach and used questionnaires to collect relevant data from the respondents. The model was developed using SPSS and AMOS software as the research is quantitative in nature.
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