Title: The impact of Facebook and Instagram on the growth of Egyptian MSMEs

Authors: Hadia Fakhreldin; Mahitab Shahin; Rania Miniesy

Addresses: The British University in Egypt (BUE), Building G, Suez Desert Road, Al Sherouk City, 11837 Cairo, Egypt ' Coventry University Branch, The Knowledge Hub Campus, New Administrative Capital, Diplomatic Area, R7, Cairo, Egypt ' The British University in Egypt (BUE), Building G, Suez Desert Road, Al Sherouk City, 11837 Cairo, Egypt

Abstract: This study examines the impact of using Facebook and Instagram on the growth of micro, small and medium enterprises (MSMEs) in Egypt. It uses both the social exchange theory and the task-technology fit theory to capture the different relationships and effects between the use of these two social media tools and the growth of MSMEs in Egypt. Growth is divided into financial growth (measured through the increase in sales) and non-financial growth (measured through customer engagement and brand performance). Linear regression and t-tests are conducted to identify and compare the effects of the use of social media platforms. Findings indicate that the use of social media has a positive effect on both financial and non-financial growth. Specifically, the use of Facebook has a greater impact on financial growth and brand performance, while the use of Facebook and Instagram combined has a higher effect on customer engagement.

Keywords: brand performance; customer engagement; Egypt; Facebook; financial growth; Instagram; micro, small and medium enterprises; MSMEs; social media.

DOI: 10.1504/GBER.2023.131945

Global Business and Economics Review, 2023 Vol.29 No.1, pp.41 - 65

Received: 03 Jul 2021
Accepted: 02 Feb 2022
Published online: 05 Jul 2023 *

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