The role of social media on the performance of micro and small business in Tanzania: a case study of Kinondoni district, Dar es Salaam.

This study examined the role of social media on the performance of micro and small business in Kinondoni district, Dar es Salaam. Specifically, the study examined the influence of social media advertising cost, social media perceived outreach, social media ease of use and social media perceived benefit to the performance of micro and small businesses. The study collected primary data by using structured questionnaire and interview guide conducted to key informant micro and small business owners and key informants respectively. On the other hand, secondary data were acquired from Kinondoni Municipal District. Data collected were recorded then analyzed through standard deviation and mean. They were finally subjected to regression and correlation analysis. The study found a strong positive relationship between social media advertising cost, social media ease of use and social media outreach on performance of micro and small businesses while perceived benefit was not statistically significance to the performance of micro and small businesses. From the findings of the study, it is recommended that, micro and small enterprises should adopt the use of social media in order to incur small cost in advertising. Also, it is recommended that micro and small enterprises can use the opportunity of social media to sell locally made products to international market since social media adverts have no geographical boundaries.