Influence of Social Media Marketing on Sales Performance for SMEs Selling Electrical Devices in Dodoma City.

Abstract

This study assessed the influence of social media marketing on Sales Performance for Small and Medium Enterprises selling electrical devices in Dodoma City, Tanzania as the case study. This study adopted a cross-sectional research design which aimed at data collection for two or more variables to be examined at a single point in time in order to detect variables patterns of association. The target population in this study included staff of Small and Medium Enterprises selling electrical devices in Dodoma City. The study that used a sample size of 110 respondents since they do possess vast knowledge on the effect of contract management on performance. The study applied both probability and non-probability sampling procedures in selecting the study sample. Data was collected by administering the structured questionnaires and indepth interview to respondents. After coding, data was entered into SPSS software for analysis. The study findings revealed that Instagram marketing in terms of; engagement rate, follower growth, click through rate, conversion rate, comments and finally Instagram stories engagement had a positively significant relationship with sales performance among SME's selling electrical devices in Dodoma city. Different aspects of Twitter engagement that include; Follows, Hashtag usage, Likes (Favorites), Click through, Retweets, and finally Replies and mentions had a positively significant relationship with sales performance (Sales Revenue &Sales volume) among SMEs selling electrical devices in Dodoma city. WhatsApp communication had a positively significant relationship with sales performance among SMEs selling electrical devices in Dodoma city. The study recommended that; the government of Tanzania should promote digital literacy initiatives to improve the digital skills of SME owners and employees. Tanzania's government should make investments in enhancing the country's digital infrastructure, including internet access and ecommerce platforms.