Factors Influencing Social Media Choice for Product Promotion Among Small and Medium-Sized Enterprises in Tanzania

Abstract

The paper focuses on examining factors which influence the selection of Social Media among small and medium-size enterprises (SMEs) in Tanzania. This study assesses the influence of product, resources, target audience, on social media selection. The study based on company perspective which makes it so unique since many studies focused on consumer perspective. The primary data of the study were collected through self-monitored questionnaire from 197 respondents among 15 SMEs in Tanzania mainland only. Moreover, secondary data were obtained from literature such as journals, books, and websites. Interview and observation were used to enrich data collection process. The study data were analyzed using SmartPLS 3.0 and SPSS software version 22. Structure equation modeling was applied as the main research methodology of the study. Findings show that both resources and product have direct positive influence on social media while target audience shows a positive significant influence on social media. Lastly product found to have positive significant influence on target audience. The study recommends SMEs to do a survey and segmentation of the social media users in order to know the characteristics of their target audience so as to be able to choose social media type which match target audience. Other managerial implication related to product, and resources have also been suggested. The study conclude that, there is no one right social media for all products and all audience but SMEs need to choose social media based on the strength of the characteristics of the product, audience and the resources available/needed such as budget and skilled staff

Keywords: Product, Resources, Target Audience, Social Media

DOI: 10.7176/JESD/10-20-08

Publication date:October 31^st 2019