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

Leyla Juma Pongwe and Josephine Churk
Additional contact information
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

International Review of Management and Marketing, 2024, vol. 14, issue 1, 31-38

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.

Keywords: Social Media; Marketing Strategy; Sales Revenue (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.econjournals.com/index.php/irmm/article/download/15294/7710 (application/pdf)
https://www.econjournals.com/index.php/irmm/article/view/15294 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eco:journ3:2024-01-4

Access Statistics for this article

International Review of Management and Marketing is currently edited by Ilhan Ozturk

More articles in International Review of Management and Marketing from Econjournals
Bibliographic data for series maintained by Ilhan Ozturk ().