THE INFLUENCE OF SOCIAL MEDIA MARKETING ON ORGANIZATIONAL PERFORMANCE: A CASE STUDY OF AZAM TV MEDIA GROUP, TANZANIA

Abstract

ABSTRACT Social media marketing has become a pivotal tool for enhancing organizational performance and audience engagement within Tanzania’s dynamic media landscape. This study aimed to examine the influence of social media marketing on the organizational performance of Azam TV Media Group, a leading broadcaster operating across East and Central Africa. Specifically, the research focused on five key dimensions: user engagement, social interactions, user experience, technical features, and social networking. A descriptive cross-sectional research design was adopted, and data were collected through structured questionnaires from a sample of 75 respondents, including Azam TV employees and active social media followers.Data analysis was conductedby using IBM SPSS Software V. 25, incorporating both descriptive and inferential statistics, including multiple regression analysis. The results of hypothesis testing revealed that all five social media marketing dimensions significantly influence organizational performance. Social networking emerged as the strongest predictor (β = 0.395, p = 0.000), confirming that consistent digital branding, influencer partnerships, and CSR messaging enhance audience trust and emotional connection. User engagement (β = 0.384, p = 0.001) and user experience (β = 0.375, p = 0.003) also showed strong positive effects, indicating that interactive content and seamless platform design contribute to viewer loyalty and repeat engagement. Social interactions (β = 0.362, p = 0.002) and technical features (β = 0.346, p = 0.005) were likewise significant, reflecting the importance of two-way communication and platform reliability in driving service responsiveness and operational efficiency. These findings underscore the strategic importance of social media marketing in enhancing organizational performance, brand equity, and audience retention in Tanzania’s competitive media sector. The study concludes that integrated digital strategies centered on participation, transparency, usability, and storytelling are essential for sustaining Azam TV’s growth and influence. Future research should explore emerging digital technologies, cross-platform engagement dynamics, and the cultural factors shaping media consumption to support continued innovation and strategic advancement in the broadcasting industry