Journal of Integrated Marketing Communications and Digital Marketing

Effects of Social Media Application on Sales Performance among Small Entrepreneurs: A Case of Women Clothing Stores in Mkolani Nyamagana Tanzania

2023-11-23T21:26:06+0530

The purpose of this study was to examine the effect of social media applications on sales performance among Small Entrepreneurs from the Mkolani ward in Nyamagana District. The study advanced three specific research objectives which were: (i) to determine the effects of WhatsApp social media usage on sales performance among small entrepreneurs, (ii) to determine the effects of Facebook social media usage on sales performance among small entrepreneurs, and (iii) to examine the effects of Instagram social media usage on sales performance among small entrepreneurs. The study used a quantitative research design whereby data collection was done in the form of questionnaires that were rated on a 5-point Likert scale. A total of 183 questionnaires were returned dully filled. Data was analyzed quantitatively with the help of SPSS version 24 and presented in descriptive and inferential statistics. Specifically, the demographic profiles of the respondents were presented in the form of frequency and percentages. The findings revealed that WhatsApp usage and Facebook usage were statistically significant while Instagram was not significant. The study contributes by informing SMEs who engage in selling clothes stores from Mkolani ward on the most used tools for their business success. In summary, the results showed that WhatsApp and Facebook were significant variables for sales performance where Facebook was most significant followed by WhatsApp and last is Instagram which was not statistically significant. Since the study found two variables to be significant, it reflects the most used digital tools for online business and trading. Hence, the SMEs in clothing stores should utilize the two most used tools (WhatsApp and Facebook) and tag the customers to improve their sales performance in their business.

A Study on the Effect of Social Media on Younger Generation

2023-10-05T13:57:52+0530

Social media is interactive technology. It provides an easy and convenient way to connect, share information, and communicate with others. Some well-known social media platforms include Facebook, Twitter, Instagram, LinkedIn, Pinterest, Snapchat and YouTube. People use social media for various purposes, such as staying connected with friends and family, networking professionally, sharing personal experiences, expressing opinions, accessing news and information, and promoting businesses or causes. Nowadays, social media has become an inseparable part of everyone's life, especially younger generations. It has a paramount impact on students and youth, encouraging them to consider human nature and potentially becoming greedy and fanatical. It is utilized for both the construction and degradation of people from all backgrounds of life. Thus, this study aims to examine the effects of social media on the younger generation, including its potential benefits and drawbacks.

Digitalization in School Management: Efficacy and Attitude in Public Secondary Schools in Rungwe District, Mbeya-Tanzania

2023-08-29T16:54:20+0530

School management is a sunshade for accomplishing school achievement, improving output and refining the enlightening system at the school level. The adoption of digital technologies in Tanzania is perceived as vital for enhancing efficient managerial function in public secondary schools. However, the implementation of digital technologies in school management appears to be turbulent. This study attempted to explore digitalization in school management: efficacy and attitude in public secondary schools in Rungwe district Mbeya, Tanzania. The study was underpinned by two objectives: to determine the extent to which digital technology is effective in school management in public secondary schools and to examine the attitude of public secondary schools towards the use of digital technology in school management. This study adopted concurrent mixed research methods. Systematic and purposive sampling techniques were adopted to select 180 participants, consisting of 160 teachers and 20 heads of schools. Questionnaires, interview guides and observation methods were employed to gather information from the participants. Quantitative data were analyzed using descriptive statistics with the aid of Statistical Package for Social Science (SPSS) version 21 and qualitative data were systematized into themes and evaluated thematically. The findings indicated that to a large extent, digital technology has been efficacious in communication, finance, updating school information, student registration, transfer of information, and record-keeping. It was also revealed that public secondary schools perceive digitalization in school management as a complicated issue due to low networking, inadequate technical know-how, and inadequate technical support and complicated digital systems. The study recommended that the government should commit to up-to-date ICT policy, effectively building digital skills for the school leaders, integrating digital learning into secondary education programs, private sector engagement in digital technologies ventures in schools, and enhancing school networking infrastructures.

Effectiveness of Marketing Strategies on Improvement of Tourism and Hospitality Industry after Covid–19 Outbreak: A Case of Three-Star Hotels in Arusha Region, Tanzania

2023-10-10T11:51:03+0530

The hospitality, travel, and tourism industry remains one of the hardest-hit casualties of the COVID-19 pandemic. This study sought to assess the effectiveness of marketing strategies on the improvement of the tourism and hospitality industry after the COVID-19 outbreak in Arusha Region, Tanzania. The study specifically aimed to determine the effectiveness of pricing strategies on the improvement of the tourism and hospitality industry after covid-19 outbreak; to determine the effectiveness of promotion strategies on the improvement of the tourism and hospitality industry after covid-19 outbreak; to assess the effectiveness of product strategies on the improvement of tourism and hospitality industry after covid-19 outbreak; and to examine the effectiveness of policy strategies on the improvement of tourism and hospitality industry after COVID-19 outbreak. The study employed the relationship marketing theory while using a quantitative approach. The study also used a sample of 112 top and middle-level managers from three-star hotels in the Arusha region. Findings show that all variables namely product, pricing, promotion and policy strategies used had a positive significant relationship with the improvement of hotels after the pandemic outbreak. The study recommends that the tourism and hospitality industry should create a customer relationship management system to manage their relationships with leads and existing customers. Similarly, hotels must conduct marketing research to assess changing customers’ behaviour and comprehend their needs to develop relevant marketing strategies, which will contribute to improving the sectors' performance. Also, social media usage should be upheld by tourism and hospitality industries in promoting their products and spreading awareness of what the industry offers since it has currently been noted to be an easier way of reaching customers. Correspondingly, the usage of innovative systems such as travel websites encourages customers to comment or post their suggestions, recommendations, and reviews as a basis for creating more personalized offerings for the guests.

The Impact of Social Media on Consumer Behavior in Coimbatore City

2023-08-30T10:21:58+0530

Social media has a key role as a communication tool. It facilitates people to express and share ideas, thoughts, and opinions with others. Social media becomes one of the main sources for people to obtain information. Social media is an inevitable part of society. The purpose of this study is to ascertain how social media affects consumer behaviour in Coimbatore. The phrase "complex buying behaviour" refers to the consumer's occasional but highly involved purchases that significantly influence brand preference. Variables including demographics, attitudes, and qualities were included in the formative questionnaire. The respondents' first-hand information was gathered using this technique. Statistical procedures like percentage analysis and rank analysis were used to analyse the data. How the advertisements and offers on social media influence the consumer buying decision. Social media has caused social proof to develop into a more powerful factor in purchasing decisions. People's propensity to copy the actions of others around them or those who have power over them has given rise to social proof.