Business Studies (BS)

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    Moderating role of green innovation between sustainability strategies and firm performance in Tanzania
    (Cogent Business & Management, 2024-12-06) Mushi, Hellena Mohamedy
    This journal article investigates the moderating role of green innovation in the relationship between sustainability strategies and firm performance within the manufacturing sector in Tanzania. With increasing global emphasis on environmental sustainability, this study seeks to understand how green practices influence the performance of firms striving for a competitive edge. A quantitative research design was adopted, with data collected from a structured questionnaire distributed and 340 responses received for analysis from mid-level and senior managers across 10 public and private manufacturing companies in Tanzania. The study utilized SMART PLS 4 for data analysis, testing the proposed hypotheses grounded in Resource-Based Theory (RBT). The findings reveal a significant positive relationship between sustainability strategies and firm performance, highlighting the importance of integrating sustainable practices into business operations. However, while green innovation directly influences firm performance, it does not significantly moderate the relationship between sustainability strategies and performance outcomes. These findings suggest that manufacturing firms in Tanzania can improve performance by adopting sustainable strategies, even in the absence of a moderating effect from green innovation. The study concludes by offering actionable recommendations for industry practitioners and policymakers to encourage sustainable business practices, thereby supporting the broader goal of sustainable development in Tanzania.
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    Digital marketing strategies and SMEs performance in Tanzania: insights, impact, and implications
    (Cogent Business & Management, 2024-10-02) Mushi, Hellena Mohamedy
    This article examines the interconnected nature of digital marketing strategies, encompassing search engine optimization, content marketing, social media marketing, email marketing, influencer marketing, paid advertising, and data analysis and the performance of small and medium enterprises (SMEs) in Tanzania which encompasses various factors, including sales growth, market share, and market development. A total of 335 small and medium-sized enterprises (SMEs) used a systematic random selection method for data collection. The necessary data was gathered by the researcher using a structured questionnaire. Partial least squares–structural equation modeling (PLS–SEM) was used in the data analysis process. The results of the study demonstrate a notable correlation between the digital marketing strategies dimension and the SMEs Performance dimensions in Mbeya City. Additionally, the article reveals that there were no observed moderation impacts of dynamic environment on digital marketing strategies and SME performance. The article emphasizes the necessity for entrepreneurs to properly utilize digital marketing strategies. This article provides significant insights for scholars and practitioners interested in utilizing digital marketing methods to enhance the performance of SMEs in Tanzania. These insights are derived from a comprehensive synthesis of the most recent research in the field. Research for future studies was recommended.
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    Analyzing the impact of remittance inflows on Tanzania’s social development and economic growth
    (Cogent Economics & Finance , 2024-04-13) Mushi, Hellena Mohamedy
    This journal article analyses the impact of remittance (REM) inflows on Tanzania’s social development and economic growth (Egrow) spanning from 1990 to 2022 data from the World Bank (WB), International Monetary Fund (IMF) and World Economic Outlook (WEO) were used. The purpose of this article was to measure the relationship between EGrow and REM by using the following variables: Investment (INV), Population growth (POP Grow), Exchange rate (EXCHR), Government Expenditure (GOVEXP) and Inflation (INFL). The study aimed to examine the impact of these factors on REMs on the EGrow concept by integrating it into REM studies in Tanzania. The selected factors on REMs have not been included in most REM studies conducted in Tanzania; thus, their inclusion in the study expands our knowledge of REM utilization in Tanzania. Utilizing the Fourier Stationarity Test and applying the general to a specific technique, this research findings unveil REMs’ positive and notable impact on Tanzania’s EGrow. Additionally, POP Grow, INV, EXCHR, GOVEXP and INFL exert a robust and substantial influence on REM. In conclusion, the empirical findings underscore the pivotal role of REMs in driving EGrow in Tanzania. The journal article recommended that decision-makers create proactive measures to encourage REM inflows.
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    Analyzing the Drivers of Foreign Direct Investment Inflows and their Impact on Economic Growth in Tanzania
    (New Challenges in Accounting and Finance, 2025-04-08) Mushi, Hellena Mohamedy and Ahmed, Mumtaz
    This paper aims to deepen understanding and knowledge regarding the analyzing the drivers of foreign direct investment inflows and their impact on economic growth in Tanzania. Many developing countries aspire to shift from agriculture-centric economies to achieve sustainable development through industrialization. Realizing this goal, however, has been challenging, prompting an examination of the sixty-year trends and effects of FDI on Tanzania’s industrialization trajectory. This study employs a comprehensive approach utilizing time series models, specifically the Vector Autoregressive (VAR) model and the Error Correction Model (ECM), to analyze the dynamic influence of FDI on economic growth. By forecasting the 33-year trajectory of economic growth and FDI inflows using data from the World Bank spanning 1990 to 2020, this methodological framework aims to provide a nuanced understanding of the FDI- economic growth relationship, contributing valuable insights to the economic development discourse. The study’s results highlight the significant role of FDI in shaping both short- and long-term FDI progress, which is critical to advancing Tanzania’s economic growth. This underscores FDI as a key driver for economic growth by facilitating economic upgrading through FDI.
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    Market orientation and university performance in Tanzania: mediating efficacious leadership style
    (Studies in Educational Management, 2025-04-15) Robson,Winfrida and Mushi, Hellena Mohamedy
    Universities will function well if the management and administration of the education sector are improved and the resources available are well utilized. These resources include the caliber of professors, instruction, market orientation, and an efficacious leadership style. The purpose of this study is to investigate the relationship between market orientation, university performance in Tanzania, and the mediating impact of an efficacious leadership style. The Resource Based Theory (RBT) was applied. Self-administered questionnaires were used at five of Tanzania's largest public universities to collect data. One hundred twenty responses were analyzed using SMART PLS. The outcomes were as follows: Efficacious leadership demonstrated a significant positive relationship with university performance, and market orientation demonstrated a significant positive relationship with efficacious leadership. An efficacious Leadership Style (EL) had a mediating effect on the relationship between University Performance (UP) and Market Orientation (MO). Policymakers and other interested parties were also provided with the study's recommendations for additional research.
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    Enhancing brand loyalty in Tanzanian public higher education institutions
    (Marketing and Branding Research, 2025-04-25) Mushi, Hellena Mohamedy
    In the competitive environment of Tanzanian public higher education, maintaining a competitive edge requires an innovative approach to institutional branding. This article focuses on understanding the elements that influence brand loyalty among local students, particularly university image, perceived teaching quality, self-efficacy, and intention. Grounded in the Theory of Planned Behavior, the research employed proportionate random sampling to select participants and distributed 1,000 questionnaires across five public universities in Tanzania, receiving 400 valid responses for analysis using Structural Equation Modeling. The results indicated significant direct effects of university image, perceived teaching quality, and intention on brand loyalty, while self-efficacy exhibited no statistically significant impact. The findings underscored the critical role of perceived teaching quality and university image in shaping student loyalty toward a university's brand. Additionally, the study highlights the importance of intention as a mediating factor in influencing brand loyalty. These insights contribute to enhancing institutional branding strategies in Tanzanian public higher education. The study also offers practical recommendations and identifies areas for future research to strengthen branding and foster loyalty among students.
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    Intention, government regulation, self-regulatory efficacy, subjective norm, idolatry and consumer behaviour in purchasing pirated compact disks (CDs) in mainland Tanzania
    (Mediterranean Journal of Social Sciences, 2023-09-23) Mushi, Hellena Mohamedy
    This study is conducted to explore the factors influencing purchase behaviour and to explain the magnitude of such factors on buying behaviour in Tanzania. Based on a systematic review of literature, a research framework was developed from Theory of Planned Behaviour (TPB). The casual model was empirically tested by using partial least-square structural equation modelling (PLS-SEM). The survey is comprised of 491 usable samples, collected from Generation Y consumers as the main music users in Tanzania. Result suggest that the model is significant and adequate. All antecedents of intention appears to be significant except for idolatry. Self regulatory efficacy and subjective norm are contributing factors to intention construct. Intention, along with self-regulatory efficacy is found to have significant impact on consumer buying behaviour. Government Regulation is found to have non- significant moderating impacts on the relationship between intention and consumer buying behaviour. In addition to theoretical implication, a number of managerial implications are observed. Marketers need to enhance consumers buying behaviour in various stakeholders , reduce music piracy through motivation on self-regulatory efficacy and subjective norm to Generation Y. Overall, the study is expected to confer value to music industry through discourage music piracy by researchers and marketers.
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    Higher-order constructs of injunctive and descriptive norms of consumer purchase behaviour of pirated music compact discs
    (UONGOZI-Journal of Management and Development Dynamics, 2024-10-24) Mushi, Hellena Mohamedy
    This study explores the higher-order constructs of injunctive and descriptive norms within the context of consumer purchase behavior of pirated music in Tanzania. Grounded in the Theory of Planned Behavior, the research aims to understand how subjective norms influence the decision-making processes of Tanzanian consumers regarding pirated music. A structured questionnaire was administered to a sample of 491 respondents, and data were analyzed using Smart PLS to test the relationships between the variables. These results have practical implications for marketers, business owners, and music promoters seeking to enhance CD sales among music users in Tanzania. Injunctive norms, which reflect perceived social pressures to conform to acceptable behavior, and descriptive norms, which reflect perceptions of how others behave, were investigated as independent variables. Consumer behavior regarding the purchase of pirated music was the dependent variable. The findings reveal that both injunctive and descriptive norms have a significant impact on consumer behavior, affirming the strong influence of subjective norms on piracy-related decision-making. Based on these results, recommendations were made to Tanzanian consumers and policymakers. For consumers, the emphasis was placed on increasing awareness of the ethical and legal implications of purchasing pirated music. For policymakers, strategies were suggested to strengthen anti-piracy campaigns and to promote positive behavioral changes through normative interventions. These insights provide a valuable contribution to understanding consumer behavior in emerging markets, where social norms play a critical role in shaping illegal consumption patterns.
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    Catalysts of actual purchase behavior: A theory of planned behavior analysis for local brand products in Tanzania
    (Kuala Lumpur International Business, Economics and Law, 2023-12-16) Mushi, Hellena Mohamedy
    Purpose – This article examined the factors influencing consumer behaviour to purchase local brand in Tanzania. A lot of research has been done on intention part but few studies have been done on the actual purchase behaviour on the side of local brand in Tanzania as a developing country. Therefore, this article attempts to examine the relationship between, price, quality, family and experience on actual purchase behaviour of local brand in Tanzania. Design/methodology/approach – This article used the Theory of Planned Behaviour (TPB). To achieve these objectives, a quantitative research approach was adopted. A cross sectional descriptive survey was done. Questionnaires used were 384 respondents from Dar-es-salaam, Tanzania. Analysis was performed using SMART PLS 4. Findings – The results show that price, family and experience have positive and significant impact on purchase intention. whilst, quality do not have a significant effect on purchase intention. Finally, intention has positive relationship with actual purchase behaviour of local brand in Tanzania. Research limitations/implications – The study's findings are specific to the Tanzanian context, and it may not be appropriate to generalize these results to other regions or countries with different cultural, economic, or social factors. The study appears to be based on cross-sectional data, which captures consumer behavior at a specific point in time. This approach may not account for changes in consumer preferences and behaviors over time. Practical implications –This research provides practical insights that can inform marketing strategies, product development, and policymaking in Tanzania's local brand market. By understanding the factors influencing consumer behavior, businesses and policymakers can make more informed decisions to support the growth and success of local brands while meeting the needs and preferences of consumers. Originality/value – The author contributes original insights specific to the Tanzanian consumer market, employs a multidimensional approach, applies a robust theoretical framework, and offers practical implications for businesses and policymakers. It enriches the academic literature on consumer behavior in emerging markets and provides actionable insights for promoting local brands effectively in Tanzania.
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    Factors influencing generation Y of Tanzanian market towards postpaid mobile phone services
    (Mzumbe University, 2018) Venance, Paulina
    Mobile phones are often known as a medium of self-expression and individuality for the younger generation. Generation Y is an important target market for mobile carriers. In the Tanzania market, the mobile phone service industry is facing a very competitive environment, and many studies have shown that maintaining customer loyalty is a very challenging task for marketers nowadays. Therefore, the objective of this study was to investigate the factors that influence loyalty towards mobile phones among Generation Y in Tanzania. The current study examined the relationships between service quality, perceived value, perceived enjoyment, technology perceptions, and customer loyalty. A survey was conducted among 541 respondents in the Generation Y category in Tanzania. Out of the four hypotheses tested, three were supported. The analyses revealed positive relationships between service quality, perceived enjoyment, technology perceptions and customer loyalty. A negative relationship was found between perceived value and customer loyalty. The study also highlighted implications of the study, future research work as well as its limitations.