Effectiveness of social media as a marketing communication tool in Tanzania
| dc.contributor.author | Odhiambo, Luis | |
| dc.date.accessioned | 2024-10-31T09:40:46Z | |
| dc.date.available | 2024-10-31T09:40:46Z | |
| dc.date.issued | 2014 | |
| dc.description | A dissertation submitted to Mzumbe University as a partial fulfilment of the requirements for the award of Master’s Degree of Business Administration (MBA) of Mzumbe University | |
| dc.description.abstract | The goal of this study is to determine the effectiveness of social media as a marketing communication tool in Tanzania with a case of Precision air. The main objective of this study is to evaluate the effectiveness of social media in product marketing in the Tanzanian environments followed by specific objectives: To identify social media tools preferred by clients in information sharing, to determine the effectiveness of social media in introducing new products in the market and the last one is to evaluate the strategies used in marketing by business companies through online media. The second chapter of this study deal with literature review, conceptual framework and hypothesis. In this chapter different literatures was reviewed and give connection and concept in formulating conceptual framework of the study. Hypothesis was developed to test on the objectives of the study. In chapter three cover the study designed and the method for conducting the study. It include among others, area of the study, population sample was identified, data type, collection method, method of analysis and validity of those data. Generally in chapter four data was presented using table and figures, was analyzed using statistics and percentages followed by discussion of the findings. In summary study reveal that there are increase numbers of social media users and most of them are in age 20 to 36. This has made different companies now to choose social media as their marketing strategies. Also study shows social media tools that are mostly used are Facebook, Blog, Twitter and Instagram. Lastly in chapter five cover conclusion, recommendations and areas for further study | |
| dc.description.sponsorship | Private | |
| dc.identifier.citation | APA | |
| dc.identifier.uri | https://scholar.mzumbe.ac.tz/handle/123456789/1608 | |
| dc.language.iso | en | |
| dc.publisher | Mzumbe University | |
| dc.subject | Social Media | |
| dc.subject | Marketing | |
| dc.subject | Marketing Communication Tool | |
| dc.subject | ||
| dc.subject | Blog | |
| dc.subject | ||
| dc.subject | ||
| dc.subject | Precision Air | |
| dc.title | Effectiveness of social media as a marketing communication tool in Tanzania | |
| dc.type | Thesis |