Social media and online retail business performance in Tanzania
| dc.contributor.author | Mgomba, Francisca | |
| dc.date.accessioned | 2020-04-22T20:25:51Z | |
| dc.date.available | 2020-04-22T20:25:51Z | |
| dc.date.issued | 2017 | |
| dc.description | Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HF 5415.1265.T34M486) | en_US |
| dc.description.abstract | This study was conducted to analyze the influence of social media on online retail business in Tanzania. General methodology involved analyzing primary data collected from the field by using questionnaire within Dar es Salaam region. The study sampled was 135 respondents. Descriptive research design was used. The findings of the study revealed that social media positively influence online retail business, social media can be used as a tool to increase revenue and market share on online retail business. It was further revealed that business level affect the use of social media on online retail business as a lot of retailers who are in growth level are the one aware and use social media more frequently on their online retail business. This study can be used in other academic researches as reference for the studies which involve social media issues; also it can be applied as a source of information on economic issues regarding social media and online retail business. It was recommended that online retailer business owners should develop behaviour of using social media as one of the business tool, since it has proven by the study to influence positively the business. Factors such as direct seller’s reply on various social media platforms such as what’s up, Facebook messenger, Insta message has proven to have significant influence on online retail business, also public sharing of a post when a seller shares a product on their pages, it has significant influence on online retail business, moreover seller’s response to a post influence online retail business significantly by building customer loyalty and trust on the seller. | en_US |
| dc.identifier.citation | Mgomba, F (2017) Social media and online retail business performance in Tanzania,Master dissertation, University of Dar es Salaam. Dar es Salaam | en_US |
| dc.identifier.uri | http://41.86.178.5:8080/xmlui/handle/123456789/9912 | |
| dc.language.iso | en | en_US |
| dc.publisher | University of Dar es Salaam, | en_US |
| dc.subject | Internet | en_US |
| dc.subject | Online marketing | en_US |
| dc.subject | Online retail business | en_US |
| dc.subject | Tanzania | en_US |
| dc.title | Social media and online retail business performance in Tanzania | en_US |
| dc.type | Thesis | en_US |