THE ROLE OF PEPMIS ON EMPLOYEES’ PERFORMANCE: A CASE TANZANIA PORTS AUTHORITY- DAR ES SALAAM

Abstract

ABSTRACT This study aimed to assess the factors influencing the effectiveness of digital marketing strategies in the banking sector, using Tanzania Commercial Bank (TCB) as a case study. Specifically, the study sought to: examine the influence of marketing knowledge on the effectiveness of digital marketing strategies, examine the influence of digital platform type on the effectiveness of digital marketing strategies, and examine the influence of financial resources on the effectiveness of digital marketing strategies in the banking sector. The study adopted a positivist research philosophy, employing a quantitative research approach to systematically collect and analyze numerical data. A descriptive research design was used to capture data at a specific point in time, sample size of 83 respondents selected through simple random sampling. Data were collected using structured questionnaires with a 5-point Likert scale and analyzed using both descriptive statistics and multiple linear regression analysis. The regression results revealed that marketing knowledge had no statistically significant effect on the effectiveness of digital marketing strategies. In contrast, digital platform type and financial resources showed significant positive influences, with financial resources having the strongest effect. These findings indicate that while knowledge of marketing alone may not drive digital marketing effectiveness, access to diverse digital platforms and adequate financial resources significantly enhance outcomes by improving reach, engagement, and campaign execution. The study concludes that investment in diverse digital platforms and sufficient financial resource allocation is critical for improving digital marketing effectiveness in the banking sector. It recommends that TCB focus on optimizing the use of multiple digital platforms and ensure consistent budgetary allocation to support digital marketing initiatives for sustainable competitive advantage.