Use of Social Media to Improve Marketing Performance of Selected Manufacturing Firms in Tanzania: Evidence from Coastal Region
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Date
2022-12-31
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TIA
Abstract
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.
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Keywords
Social Media Strategy, Marketing Performance, Manufacturing Companies