Abstract:

Social media is a phenomenon which has become an important aspect of the marketing mix and revolutionizes 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 on SMEs in UAE. However, the few existing studies without scientific proof to SMEs in UAE data, have been rushing to conclude that the emergence of social media has led to the death benefits of social media for SMEs performance. Therefore, this research project is to clarify whether social media is more efficient in the perspective of SMEs performance in UAE. Quantitative methodology was employed in this research and 350 questionnaires were distributed to the target respondents, 263 questionnaires were received back from the respondents and 245 were used for the analysis in this research work. Smart-PLS were employed in data analysis and presentation in this research. The findings indicate that WhatsApp, email and twitter have positive effect SMEs performance while Facebook showed negative effect.