The Role of Instagram Adoption Towards the Performance of Textile Retailers in Ilala Region.

Abstract

The main purpose of this study was to investigate the role of Instagram adoption on the performance of textile retailers in ilala region. The specific objectives of the study are first, to examine the effects of perceived ease of use of Instagram adoption on performance of textile retailers in ilala region; second, to examine the effects of perceived usefulness of Instagram adoption on performance of textile retailers in ilala region; and third to examine the effects of perceived trust of Instagram adoption on performance of textile retailers in ilala region. The study adopted a descriptive survey research design and simple random sampling techniques to select the sample size of 154 SMEs. The data was collected by using questionnaires and that was analyzed using SPSS. The findings of the study revealed that, perceived ease use, perceived usefulness and perceived trust have positive and statistically significant influence performance of textile retailers. Therefore, the study recommends the need to maintain user-friendliness and maximize the benefits of Instagram adoption. Additionally, textile retailers in Ilala ought to encourage training programs that enhance digital literacy and introduce users to Instagram's features. Moreover, Targeted training initiatives should be put in place to increase digital literacy and usability so that textile retailers in Ilala can better take advantage of Instagram's features. To increase engagement and sales, support programs could emphasize strategic marketing and content creation techniques. Furthermore, textile retailers should concentrate on enhancing platform usability and trust in order to optimize the advantages of Instagram adoption. Lastly, retailers should make sure that the details and reviews posted on Instagram are accurate and transparent to keep customers' trust.