Factors hindering social media utilisation as a marketing tool:Evidence from Small-Scale Enterprises in Kinondoni District

No Thumbnail Available
Date
2018
Journal Title
Journal ISSN
Volume Title
Publisher
University of Dar es Salaam
Abstract
The study assessed the factors hindering social media utilisation as a marketing tool, as evidenced by small-scale business enterprises in Kinondoni district, Dar es Salaam. Specifically, the study set out to identify which small-scale businesses apply social media as a marketing tool in Kinondoni district; determine why some small-scale business enterprises do not use social media as a marketing tool; and determine the reasons that make small-scale business enterprises adopt social media as a marketing tool. Methodologically, the study employed qualitative research approach using a sample of 50 respondents served with self-administered questionnaires. The population of the sample comprised business owners and employees from within a group of small-scale business enterprises in Kinondoni. The data from the questionnaires were edited, summarised, classified, tabulated and finally analysed using the Social Package for Social Sciences (SPSS). The study findings revealed that the majority of the respondents (52%) do not use social media as a marketing tool at all. The critical hindrances to the usage of social media in Kinondoni district were directly attributed to the lack of IT skills to apply on social media platforms as well as the lack of knowledge of accruing benefits from the use of social media as marketing tools. In addition, it was established that the direct cost for internet bundles, time and unreliability of electricity supply and technological infrastructures were other the factors hindering effective social media utilisation as a marketing tool. In consequence, the study recommends that small-scale enterprise owners and their employees ought to acquire and improve IT skills by attending vocational training schools, attending seminars and workshops designed for that purpose. Universities and Colleges entrepreneurship departments should also accommodate part-time and continual short programmes pertaining to social media marketing targeting small-scale entrepreneurs. On the other hand, owners of businesses must also set aside a budget for social media marketing and time commitments as a sign of commitment. The government should improve the technological infrastructure and provide reliable power supply and regulate internet costs, and where possible provide subsidies, to enable SMEs to benefit from internet services from all the telecommunications service providers.
Description
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HF5514.129.T34M83)
Keywords
Marketing, Small business, Social Media, Kinondoni district, Tanzania
Citation
Mwasikili, H,E (2018) Factors hindering social media utilisation as a marketing tool:Evidence from Small-Scale Enterprises in Kinondoni District.Master dissertation, University of Dar es Salaam, Dar es Salaam.