Causes for the adoption of social media as a marketing strategy in manufacturing firms in Tanzania: A case of Coca cola in Kwanza in Kinondoni Municipality

This study assessed caused which lead to business to adopt social media as their marketing strategy in Tanzania. Specifically the study assessed influence causes, influence of competitive, influence of customer engagements and management perception on the adoption of social media as their marketing strategy. Primary data were collected by the use of a structured questionnaire administered to 108 respondents who were randomly selected. Data were analyzed by using Statistical Package for social science version (SPSS.v.20). Findings reveal that business adopt social media marketing in order to increase their product/services sales, increase market share than that of the competitors and share business’ valuable contents with customers. It was also learned that management financial capability influences business to adopt social media as a marketing strategy as the majority of respondents have proved. On the causes, the study recommends business to adopt social media to boost their performances. On the influence of competitive pressure, the study entrusts business to adopt social media as their marketing strategy so as to keep up with their competitors in the race of selling more products in the marketplace. On the influence of customer engagements, the study recommends businesses to adopt social media as their marketing strategy so as to allow them to get to understand well customer opinions, quarrels and perception, study entrusts that managers should not underestimate the impact of social media as a market tool hence enable their marketing strategy.