The role of social media in service promotion in Tanzania: A multiple cases of Vodacom and Tigo communication companies
| dc.contributor.author | Chenga, Yvone | |
| dc.date.accessioned | 2026-06-30T10:53:05Z | |
| dc.date.issued | 2019 | |
| dc.description | A dissertation submitted in a partial fulfillment of the requirements for award of degree of Master's of Business Administration in Corporate Management(MBA-CM) of Mzumbe University | |
| dc.description.abstract | This study examined the role of social media on service promotion in Tanzania focusing on Vodacom and Tigo communication companies, Dar es Salaam Head Offices. Conduct of this research was motivated by claims among researchers that many companies not yet to incorporate social media into promotion strategies despite its potential benefits (Andersson, 2018) and hence, acquisition of knowledge and in-depth understanding in this research area was wanted in order to realize three objectives namely; to inform the popular social media used for service promotion, the reasons making utilization of social media useful for service promotion and the reasons making social media ease of use in service promotion. Taro Yamane formula was used to determine a sample of 66 employees (33 from each company) out of 80 populations. The field data was collected by the means of closed needed questionnaires and interview guide. The findings showed that among the social media which examined, Faceebook was very popular social media in service promotion between companies with mean value 5.0 and 4.9 at Vodacom and Tigo respectively. The study found that key reasons behind the usefulness of the utilization of social media in service promotion included their abilities to reduce company’s service promotion cost with mean value 4.6 and 3.7 at Vodacom and Tigo respectively. Also, it was found that the important reasons behind ease of use of social media in service promotion were due to accessibility of social media during service promotion process with mean value 4.7 and 4.5 at Vodacom and Tigo respectively. The conclusion drawn by the researcher is that social media have very important role in service promotion which should be understood among Tanzanian local companies. This is because when the popular social media is used for service promotion, it enhances interactions between service organizations and the multitudes of potential customers who are online. Also, they facilitate creation and sharing service information, photos and videos which are easily to circulate and cover the largest markets without geographical limitations. | |
| dc.description.sponsorship | Private | |
| dc.identifier.citation | APA | |
| dc.identifier.uri | https://scholar.mzumbe.ac.tz/handle/123456789/2158 | |
| dc.language.iso | en | |
| dc.publisher | Mzumbe University | |
| dc.relation.ispartofseries | Thesis | |
| dc.subject | Social media-Tanzania | |
| dc.subject | sales promotion mobile phone companies | |
| dc.subject | Sarnoff’s Law | |
| dc.subject | Metcalfe’s Law. | |
| dc.title | The role of social media in service promotion in Tanzania: A multiple cases of Vodacom and Tigo communication companies | |
| dc.type | Thesis |