Abstract

Despite the growing adoption of social media marketing by financial institutions in Cameroon, empirical evidence on its contribution to organizational performance remains limited, particularly for microfinance institutions. This study examined the effect of four dimensions of social media marketing- social media advertising, customer engagement, content sharing, and brand awareness- on the organizational performance of Mutual Guarantee Financing Company (MUGFIC) PLC, a microfinance institution in Bamenda, Cameroon. A descriptive survey design was adopted, and structured questionnaires were administered to 100 respondents (10 staff, selected purposively, and 90 customers, selected using Taro Yamane's formula from a population of 116). Data were analysed using descriptive statistics, Pearson correlation, an independent-samples t-test, and multiple regression. All four dimensions correlated positively and significantly with organizational performance (p < .001), jointly explaining 33.1% of its variance (R² = .331, F(4, 95) = 11.75, p < .001). However, content sharing was the only dimension that remained a significant independent predictor (B = 0.596, p < .001) once shared variance among predictors was accounted for; advertising, engagement, and brand awareness lost significance in the multivariate model. Staff and customer perceptions did not differ significantly. Findings suggest content quality is a strategically important driver of performance in microfinance institutions.

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