Browsing by Author "Augustine, Justine."

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Determinants of Social Media Marketing Adoption among Small and Medium Enterprises in Dar es Salaam - Tanzania
(TIA, 2022-12-31) Augustine, Justine.; Newa, Makawa.
The general objective of the study was to examine the determinants of social media marketing adoption among Small and Medium Enterprises (SMEs) in Ilala Municipality, Dar es Salaam. The study provides the effects of technological, organizational and environmental factors on adoption of social media marketing in the SMEs sector. This study used descriptive research design; thus primary data were collected using a structured questionnaire, whereas multiple regression analysis was used to analyse the collected data from 122 SMEs owners who were selected through simple random sampling. The SPSS software was used for data analysis. The results from multiple regression analysis showed that technological factors had positive and significant relationship with the adoption of social media marketing in SMEs (p = 0.001). Moreover, the findings showed that organisational factors and adoption of social media marketing were positively related (p = 0.000). Furthermore, the findings indicated that there was positive and significant relationship between environmental factors and adoption of social media marketing in SMEs (p = 0.002). The study concludes that technological, organizational and environmental factors determine social media marketing adoption for SMEs. However, organizational factors are the major determinants of social media marketing adoption in SMEs. The study recommends that the management of SMEs should improve organizational environment such as employee skills by providing training in order to increase the use of social media marketing in SMEs. Government should provide support and comprehensive policy to foster growth of SMEs in Tanzania through adoption of social media marketing, and the SMEs management should accommodate technology innovation to support easy adoption of Social media marketing.
Use of Social Media to Improve Marketing Performance of Selected Manufacturing Firms in Tanzania: Evidence from Coastal Region
(TIA, 2022-12-31) Augustine, Justine.; Rushaka, Avitus.
The purpose of this study was to examine the effect of social media marketing on marketing performance of the manufacturing companies in Tanzania. Specifically, the study aimed to examine the effect of social media strategy, active presence and customer engagement initiatives on the marketing performance of selected manufacturing companies in Coastal Region. The study used social penetration theory. Quantitative research approach and cross sectional research design was used. A sample of 138 respondents was selected from 29 manufacturing companies in Coastal Region using simple random sampling technique. A structured questionnaire was used for collecting primary data. Data were analysed by using the Statistical Package for Social Science (SPSS) to compute descriptive statistics and undertake multiple linear regression. The results show that social media strategy had positive and significant relationship with marketing performance (B = 0.539, p = 0.000). Moreover, the results show that there was positive and significant relationship between active presence in social media and the marketing performance of the manufacturing companies (B = 0.620, p=0.001). Furthermore, the findings show that there was positive and significant relationship between customer engagement initiatives in social media and marketing performance of the manufacturing companies (B = 0.919, p = 0.000). The study concludes that social media strategy, active presence and customer engagement initiatives in social media have positive effect on the marketing performance of the manufacturing companies. The study recommends that manufacturing companies should make sure social media strategy, active presence and customer engagement initiatives become part of the marketing strategies in order to increase marketing performance.