The role of social media in accessing international markets for SMEs growth in Tanzania the case of food processing sector

This study assessed the role of social media utilization in accessing international markets for SMEs growth in Tanzania particularly Dar es Salaam with the focus being in Kinondoni municipal as the area of the study. The objectives of the study were to; determine the type of content shared by SMEs while engaging with customers in social media platforms when accessing international markets for business growth, to determine the usage rate of social media that SMEs have in accessing international market for business growth; and to identifying supportive features in social media platforms utilized by SMEs in relation to accessing international markets for business growth. The study used three theories namely: Knowledge Based Model, Diffusion of Innovation and Technology Acceptance Model that enabled to get further insights on SMEs access to international markets for business growth using social media. The study adopted explanatory research design in understanding how SMEs leverage social media platforms to grasp the opportunities available in international markets for business growth. The sample size of the population was 97. Data obtained were analysed using regression, cross tabulation and descriptive statistics. The study found out that content shared by SMEs in social media platforms; social media usage rate and supportive social media have significant impact on SMEs growth and access to international trade. Therefore recommended that, capacity building of all SMEs that is through workshops and seminar should be undertaken by donors in collaboration with the government to provide them with the digital skills, knowledge and positive attitudes to pursue opportunities brought by electronic commerce, in order to create awareness on how to use this service. Though the cost charges will be easily known by individuals which will enable them to be aware of affordability of this services and hence keep on offering to their customers seamless experience as well as active engagement of key stakeholders in supporting SMEs in the era of digital economy.