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Social Media Marketing Platforms and Sales Revenue in Tanzania Telecommunication Company Limited

Author

Listed:
  • Leyla Juma Pongwe

    (Department of Business Administration, College of Business Education, Dodoma, Tanzania)

  • Josephine Churk

    (Department of Business Administration, College of Business Education, Dodoma, Tanzania)

Abstract

Over the past decade, social media platforms such as WhatsApp, Instagram, and Facebook have been used tremendously as a marketing strategy, especially in transforming firms’ interaction with customers. However, few firms have strategized on using social media to expand their geographical reach to customers. This study looks at the effects of social media marketing platforms on sales revenue in Tanzania Telecommunication Company Limited. Specifically, the study assesses the most used social media platform in sales revenue at Tanzania Telecommunication Corporation; and the contribution of the most used social media marketing platform to sales revenue in TTCL. The study is quantitatively designed involving the use of questionnaires in data collection. A cross-sectional study approach was used to gather data from a sample of fifty (50) respondents from Dodoma and Mwanza TTCL commercial regions. Data gathered were analyzed through descriptive and inferential statistics. The results show that Instagram is the social media marketing platform that contributes the most to sales revenue. The study concludes that the use of Instagram promotes sales revenue more than other social media marketing platforms. The study recommends that in order to promote the effective use of technology for sales revenue in public institutions, the government should enact regulations that push these institutions to use social media marketing platforms in advertisements.

Suggested Citation

  • Leyla Juma Pongwe & Josephine Churk, 2024. "Social Media Marketing Platforms and Sales Revenue in Tanzania Telecommunication Company Limited," International Review of Management and Marketing, Econjournals, vol. 14(1), pages 31-38, January.
    • Handle: RePEc:eco:journ3:2024-01-4
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    References listed on IDEAS

    as
    1. Ali B. Mahmoud & Dieu Hack-Polay & Nicholas Grigoriou & Iris Mohr & Leonora Fuxman, 2021. "A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 526-544, September.
    2. W. Craig Riddell & Xueda Song, 2017. "The Role of Education in Technology Use and Adoption: Evidence from the Canadian Workplace and Employee Survey," ILR Review, Cornell University, ILR School, vol. 70(5), pages 1219-1253, October.
    3. Fangfang Li & Jorma Larimo & Leonidas C. Leonidou, 2021. "Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 51-70, January.
    4. Murphy, Hilary Catherine & Chen, Meng-Mei & Cossutta, Mathieu, 2016. "An investigation of multiple devices and information sources used in the hotel booking process," Tourism Management, Elsevier, vol. 52(C), pages 44-51.
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    Cited by:

    1. Bilson Simamora & Syanne Emmanuella Xzyfanequo, 2024. "Investigating the Features of Sales Promotions: Conceptualization and Empirical Evidence," International Review of Management and Marketing, Econjournals, vol. 14(3), pages 5-17, May.

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    More about this item

    Keywords

    Social Media; Marketing Strategy; Sales Revenue;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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