An assessment of the role of social media networks as a new marketing tool in Telecommunication companies: A case study of Zantel

Abstract

Social media network has recently become an important aspect for communicating within the society, whereby most of entrepreneurs, traders and telecom companies are using social networks as a new market tool for promoting their product. The research is intended to assess the role of social media networks as a new marketing tool in telecommunication companies. Questionnaires were employed to assess the role of social media networks in telecommunication companies. The research employed mixed approach, Qualitative and quantitative data was collected from the selected respondents. Respondents were selected by purposive sampling for the marketing officers and convenience sampling. Finally, both primary and secondary data was sorted, arranged and analyzed. During the study, researcher looked the trend of social media networks as a marketing tool in the country. Then, the researcher established relationship between the roles of social networks and marketing Based on the findings, the researcher also identified gaps and roles of social media networks as a new marketing tool in telecommunication companies.