Attitudes towards social networking sites and their effects on customer purchase decision in Tanzania

The main objective of this study was to assess attitudes towards social networking sites and their effects on customer purchase decisions in Tanzania. Specifically, the study aimed at determining Tanzanians’ attitudes towards social networking sites, to determine how those social networking sites influence on customers while making purchase decisions and overall impact social networking sites had on Tanzanians. A total of 100 respondents were interviewed and given questionnaires to fill in. Data analysis was performed using Statistical Package for Social Sciences (SPSS) whereby Chi-square and other descriptive statistics were used where necessary. Results from the study showed that respondents had a positive attitude towards social networking site practices and that they were influenced by the social networking sites and other factors when it came to making purchase decisions. The study recommended that companies should set their objectives and plans when they want to utilize social networking sites to advertise their products including services. After execution, the companies should monitor any changes and see worthiness of their investment(s) in the social networking. Furthermore, it is urged that the government should support and facilitate infrastructure such as data centres, network connectivity, storage services, computer equipment and server applications that would support activities taking place through the Internet, most specifically the social networking sites.