Thanks to the ongoing expansion of internet access and, most recently, the movement restrictions that were put in place globally to stop COVID-19 spread, many small and medium enterprises (SMEs) are prepared to use social media platforms to market their products as a way to improve their business performance in emerging economies. Businesses at all levels that use social media marketing (SMM) see a considerable increase in their output. This study’s objective is to identify the factors that significantly help Ugandan SMEs implement SMM techniques to enhance their commercial performance. Here, statistical models are utilized to analyze how the age and gender of SMEs owners as moderating variables affect the adoption and performance of SMEs in Uganda. A theoretical model that is based on the Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT) theories has been put out as part of a specific conceptual framework. The following indicators are used to evaluate the performance of SMEs: sales, customer engagement, awareness of customers’ needs, low operation costs, and brand modification by staff. Empirical model validation has been performed using 152 business units (observation units) corresponding to the number of respondents (units of analysis), and the ensuing analyses have been done using structural equation modelling (SEM). The results indicate that compatibility and perceived ease of use have a positive impact on SMEs to adopt SMM, while perceived usefulness has a negative impact on SMEs to adopt SMM. Age and gender as moderating variables all have a positive moderating effect. With limited studies available on the subject, this research contributes to already existing literature by combining two components of the TAM model and one component of the IDT to explain the impact of SMM on SMEs when moderated by both age and gender in a developing economy.

The study sought to examine the moderating effect of employee commitment on the relationship between talent management practices and employee performance in public universities in Western Uganda. The study was guided by the Egalitarian Theory of Talent Management, and a cross-sectional research design was adopted in the study. From a population of 1156, a sample size of 320 respondents was obtained in two phases: first, a census was used for the human resource directors and top management since the population was small (12 respondents); then secondly, the Yamane formula was used to calculate the sample size for the university council members and teaching and administrative staff, which yielded a sample of 308 respondents. The purposive sampling technique was used to select the human resource directors and top management, while simple random sampling was used for the council members and teaching and administrative staff. Using structured questionnaires, quantitative data was then collected from the 320 respondents of the two selected public universities (Mbarara University of Science and Technology and Kabale University). Data was then analyzed using structural modeling techniques. The findings revealed that the moderating effect of employee commitment on the relationship between talent management practices and employee performance was not statistically significant for either administrative or academic staff in Ugandan public universities. Specifically, for administrative staff, the interaction effect was not significant (z = -0.268, p = 0.789), although the direct effect of talent management on performance was statistically significant (β = 0.348, z = 2.161, p = 0.031), and the total effect remained strong (β = 0.314, z = 3.684, p < 0.001). This suggests that talent management practices such as attraction, development, retention, and motivation directly improved administrative staff performance, regardless of commitment levels. The study recommended that universities should focus on strengthening talent management initiatives directly, and while fostering employee commitment is important, efforts should prioritize implementing effective attraction, development, motivation, and retention strategies that independently drive performance improvements.

The study sought to examine the effects of social media marketing on the financial performance of tour firms in the Kigezi sub-region of Uganda, focusing on three specific objectives, which included: examining the effect of community engagement on the financial performance of tour firms; establishing the effect of branding on the financial performance of tour firms; and assessing the effect of positioning on the financial performance of tour firms. The study was anchored on the Destination Competitiveness Theory, and the cross-sectional research design was employed, targeting 173 employees among the 140 registered tour firms in the Kigezi sub-region of Uganda. Using the Morgan table, the study sampled 120 respondents, which included the tour managers, marketing managers and finance managers, employing the stratified random sampling technique. Structured questionnaires designed on a 5-point Likert scale were used to collect the primary data. Data was then analysed using descriptive and inferential statistics. The findings revealed that community engagement, measured by information sharing, comments and feedback & user-generated content, significantly affected the financial performance of the tour firms (R² = 0.126, p = 0.001 < .005). Branding, which included visual identity and recognition, audience alignment and connection, had a positive and significant effect on the financial performance of the tour firms (R² = 0.251, p = 0.001 < 0.005). On the other hand, market positioning as measured by value proposition, target audience and content strategy was found to be the strongest predictor of financial performance among the tour firms (R² = 0.270, p < 0.001 < 0.005). The study concluded that social media marketing is a key driver of profitability, revenue growth and return on investment among the tour firms. The study recommended that tour firms leverage social media marketing as a strategic tool to improve financial performance.

This study examines the influence of financial usage on the financial performance of agribusiness micro, small and medium enterprises (MSMEs) in Uganda’s Greater Kigezi sub-region. While financial inclusion initiatives in Uganda have significantly expanded access to formal financial services, emerging evidence suggests that access alone does not guarantee improved enterprise outcomes unless services are actively and consistently used. Rural agribusiness MSMEs, which operate in seasonal, cash-intensive, and infrastructure-constrained environments, provide an important context for evaluating whether financial usage translates into measurable performance gains. A cross-sectional survey design was employed, and primary data were collected from agribusiness MSME owners and managers across the six districts of Greater Kigezi. A total of 208 valid observations (N = 208) were analyzed using descriptive statistics, correlation analysis, and ordinary least squares (OLS) regression. Measurement quality was assessed prior to estimation. Content validity was confirmed (CVI = 0.90), while construct adequacy of the financial usage indicators was evaluated using the Kaiser–Meyer–Olkin (KMO) measure and Bartlett’s Test of Sphericity. The KMO value of 0.500 indicated marginal sampling adequacy, while Bartlett’s Test was statistically significant (χ2 = 71.523, df = 1, p < .001), confirming the presence of meaningful correlations among the usage indicators. Given the behavioral and heterogeneous nature of usage, indicators were retained as observed measures rather than aggregated into a composite factor. Reliability diagnostics were satisfactory. Empirical results reveal a positive and statistically significant relationship between financial usage and MSME financial performance. The study concludes that deepening the actual use of financial services is critical for improving agribusiness MSME profitability and stability in rural Uganda and recommends that inclusion policies shift from access expansion toward usage-oriented interventions.

This study evaluated the relationship between perceived organisational support and organisational citizenship behaviour among higher education institutions in Kabale District. The study was guided by Social Exchange Theory and followed a descriptive cross-sectional survey design targeting a total of 269 staff members, which included top management, administration, and academic and non-academic staff of the three selected institutions of higher learning in Kabale District. Using purposive and simple random sampling techniques, quantitative data was collected from 235 respondents using a structured questionnaire. Data was then analysed quantitatively using descriptive analysis, which entailed frequency and percentages, and tables were used to present the data. At the bivariate level, a Pearson correlation matrix was used to ascertain the relationships between organisational support and organisational citizenship behaviour. The findings revealed that all the constructs of perceived organisational support – fair treatment, career development and rewards and recognition – had a strong and positive correlation to organisational citizenship behaviour among institutions of higher learning in Kabale District, as indicated by (r = .662, p < 0.01), (r = .656, p < 0.01) and (r = .729, p < 0.01), respectively. The study concluded that perceived organisational support had a significant impact on organisational citizenship behaviour. The study recommends that institutions should regularly engage staff through open-door policies, mentorship programmes and feedback mechanisms to promote a culture of support and recognition. Design and implement structured recognition programmes for staff who demonstrate high levels of commitment, innovation, teamwork and voluntary contributions beyond their job roles. Offer staff continuous capacity-building workshops, scholarships for further studies and regular participation in academic conferences and training and Ensure transparency in promotions, task allocation and conflict resolution processes. Promote equity and inclusion across all academic and administrative departments.

This study examines whether the quality of financial services significantly influences the financial performance of agribusiness MSMEs in Uganda’s Greater Kigezi sub-region. While financial inclusion efforts have emphasized access and usage expansion, limited empirical evidence isolates service quality as an independent determinant of enterprise performance in rural African contexts. Using a cross-sectional explanatory design, primary data were collected from 208 agribusiness MSMEs across six districts of Greater Kigezi. Construct validity diagnostics indicated marginal but acceptable sampling adequacy (KMO = 0.500), while Bartlett’s Test of Sphericity was significant (χ2 = 74.506, df = 1, p < .001), confirming suitability for composite index formation. Reliability of the quality scale was strong (Cronbach’s α = 0.806). Descriptive results show moderate perceived service quality (M = 3.5345, SD = 0.59682) and financial performance (M = 3.5006, SD = 0.30167). Correlation analysis revealed a positive and statistically significant relationship between service quality and financial performance (r = 0.551, p < .001). Regression results further confirm that service quality significantly predicts MSME financial performance (β = 0.551, B = 0.279, t = 9.488, p < .001), explaining 30.4% of performance variation (R2 = 0.304). The findings demonstrate that reliability, transparency, responsiveness, and fairness in financial service delivery substantially enhance MSME performance. The study concludes that strengthening service quality standards is critical for sustainable financial inclusion and rural enterprise development.