Browsing by Author "Msale, Christine Orest"

Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    A study on the effectiveness of social media marketing Strategy to small businesses in tanzania. A Case Study of small businesses in the Ilala Municipality, Dar es Salaam Region.
    (University of Dar es Salaam,, 2017) Msale, Christine Orest
    This study assessed the effectiveness of social media marketing strategy to small businesses in Tanzania. The study investigated if social media marketing influences increase of sales for small businesses in Tanzania, whether or not social media marketing influences increase of brand knowledge for these small businesses and how social media marketing influences customer retention for small businesses in Tanzania. The study was guided by the Business Model Framework by Afuah (2004) which asserts that the set of social media marketing activities a firm performs, how and when they are performed can offer customers the benefits they want from the company, which in turn drives profits. This study’s sample consisted of 108 small businesses’ owners from the Ilala Municipality. They were selected using simple random sampling Data analyzed the application of qualitative content analysis with the assistance of descriptive statistics from SPSS. The study findings revealed that marketing through social media has a positive influence on sales, brand knowledge and customer retention for small businesses in Tanzania. The study recommends that small businesses in Tanzania should effectively use social media as a marketing strategyso as to increase sales, customer base, brand knowledge and to retain their customer base by understanding their needs and striving to meet them so as to bring about customer satisfaction.