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ROLE OF SOCIAL MEDIA IN

INFLUENCING CONSUMER
BEHAVIOUR.A CASE OF
FACEBOOK USERS IN
TANZANIA.
A thesis

submitted in partial fulfillment of the requirements

for the award of Master Degree in Business Administration

BY

NOEL ERNEST KIMAMBO

POSTGRADUATE PROGRAM

SCHOOL OF BUSINESS ADMINSTRATION AND

ECONOMICS

CENTRAL CHINA NORMAL UNIVERSITY

Supervisor: Wang Juan


Academic Title: Professor Signature____________
Approved
May. 2015
硕士学位论文

社会媒体在影响消费者行为方面的作用——
以坦桑尼亚的 Facebook 使用者为例

论文作者:NOEL ERNEST KIMAMBO


指导教师:王娟
学科专业:工商管理
研究方向:营销

华中师范大学经济与工商管理学院
2015 年 5 月
华中师范大学学位论文原创性声明和使用授权说明

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CERTIFICATION
The undersigned certifies that, he has read and hereby recommends for acceptance
by the a school of Business Administration and Economics a Thesis report entitled „‟
ROLE OF SOCIAL MEDIA IN INFLUENCING BUYING BEHAVIOUR‟‟ For the
fulfilment of the requirement for the award of Master Degree in business Administration
at Central China Normal University.

Noel Ernest Kimambo (Student) : Wang Juan(Supervisor):

DECLARATION AND COPYRIGHT


DECLARATION
I Noel Ernest Kimambo, declare that this thesis is my original study and has not
been presented and will not be presented to any other higher learning institution for a
similar or any other academic award.

Signature……………………………………Date………………………………….

COPYRIGHT
This research report is a copyright material protected under the Berne Convention,
the Copyright and Neighboring Right Act of 1999 and other International and national
enactments, in that behalf, on intellectual property. It may not be reproduced by any
means, in full or in part, except for short extracts in fair dealings, for research or private
study, critical scholarly review or discourse with an acknowledgment, without the written
permission of the school of Business Administration and Economics on behalf of both
the author and the Central China Normal University.
ACKNOWLEDGEMENT

The preparation of this work would have not been possible without the strength as
well as good health that I was given by almighty God. I would like to express my special
appreciation and thanks to my supervisor Professor Wang Juan, you have been a
tremendous mentor for me. I would like to thank you for encouraging my research and
for allowing me to grow as a research scientist. Your advice on both research as well as
on my studies have been priceless. I would like to make use of this opportunity to thank
the management and students of Eckenforde University for their assistance during the
data collection period. I would also like to thank Jeremiah E. Kimambo, Vinjeru Phiri,
Sun Sokhet, Innocent Paul Kyara, Rev. Zawadiel Mkilindi, Paulina Mrema, Pauline
Paschal, Alex Mkwemba, Salim Abushir, Joseph Ishengoma, Simon Kahwa, Liliane
Nyinawase and all those who assisted, encouraged and supported me during this
research,be assured that the lord will bless you all for the contributions you made.

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DEDICATION

My parents Dr. Leonard E. Mboera and Haikael E. Mboera thank you for your
unconditional support with my studies. Iam honored to have you as my parents, thank
you for giving me a chance to prove and improve myself through all my walks of life.
Your contributions to my life mean a lot for the development of African continent. I love
you.

In loving memory of Mringi, Mamkindi and Bariki.


Iam with you always
live in your heart
I speak to your soul
We are not far apart
„‟I will always have this peace of my heart that smiles whenever I think about you‟‟.

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ABSTRACT

The uses of internet services in Tanzania has been increasing for the current years
which has lead into an increase of the uses of social media by both individuals and
organisations. An increase of uses of social media in Tanzania has been taken as an
opportunity by business organisations as well as individual entrepreneurs in marketing of
their products.
Facebook is a social media which has many users in Africa has it occupies 50% of
the users of internet in Africa. Also it is the most used social media in Tanzania. A
researcher took Facebook users in Tanzania as a case study because of the market share
which it have when it is compared with other social media.
The aim of this study was to assess the role which is played by social media in
influencing marketing behaviour. A researcher used the random selection system in
selecting the respondents, and data were collected from users of social media using semi-
structured questionnaire as a main tool with closed and open ended questions.
Descriptive analysis using Statistical Package for Social Sciences was used for data
analysis to assess the role of social media in influencing marketing behaviour.
Objectives for the study were to determine the usage of social media, to explore the
uses of social media between business organizations, to identify challenges facing users
of social media and to identify potential benefits which users of social media are getting
in Tanzania.
Results revealed that most of the users of social media are youth who are at the age
of between 18 to 34 years. Facebook is the major social network following closely with
WhatsApp. It was found that people are influenced a lot with advertisements which are
on social media. As well as people are now attracted to search information about
different products and services through social media. The uses of social media by both
individuals and business organizations results into the growth of closeness between
marketers and their customers and it results into the reduction of promotion costs to the
business organizations and other individual entrepreneurs.

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It was concluded that Marketers needs not only to communicate with their
customers but also to promote their products as social media can be taken as easy and
non-expensive media of communication as it can compared with other ways such as
Radio, Televisions and printing media. Challenges such as limited internet connectivity,
high costs of using internet services as well as high costs of buying internet devices.
Those challenges are needed to be solved and business organizations needs to create
awareness and build capacity of their marketers on effective uses of social media.

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摘 要

近几年来,网络服务在坦桑尼亚地区的使用越来越广泛,这一现象促进了个
人和企业使用社交媒体。坦桑尼亚地区社交媒体的广泛使用,为企业和个体创业
的产品在市场上经营创造了机会。
“脸书”作为一社交媒体,在非洲有许多注册用户,这些用户占了非洲网络份额
的 50%。同时,“脸书”是坦桑尼亚使用得最为广泛的社交媒体。鉴于其所占的市
场份额超越其他社交媒体,研究人员曾把坦桑尼亚的“脸书”用户用作案例分析。
本研究旨在评估社交媒体如何影响市场行为。研究人员曾通过随机抽样系统
获得一些应答者的反馈,其数据则是从社交媒体的用户中收集回来,采用半结构
式问卷作为主要工具,并设置封闭开放式题目。在社会科学领域使用的数据软件
包,其描述性分析已用作数据分析,由此去评价社交媒体对市场行为的影响。
研究目标是去发现社交媒体的用法,探索企业组织之间社交媒体的使用,识
别社交媒体用户面临的挑战以及在坦桑尼亚的社交媒体用户使用社交媒体的潜在
好处。
结果表明,大多数社交媒体用户为 18-34 岁之间的年轻人。“脸书”是紧随另一
个 WhatsApp 之后的主要社交网络。研究发现,人们受社交网络的广告影响甚广,
同时,如今,社交媒体吸引着人们上去搜索不同的产品咨询和各种服务信息。个
人和企业社交媒体的使用使得商家和他们客户的关系更加密切,也降低了企业组
织和其他私营企业之间的促销成本。
结论表明,商家不仅要和他们的客户沟通交流,还要促销他们的产品。由于
社交媒体与其他促销渠道,如收音机、电视机以及印刷媒体,相比起来更为简单
和便宜,因此可取而代之。然而,互联网需面对连接受限,服务使用成本高以及
购买装置价格贵等挑战,这些都是需要解决的问题。另外,企业需要树立有效运
用社会媒体的意识观念并使营销人员具备这方面的能力。

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TABLE OF CONTENTS

ACKNOWLEDGEMENT ................................................................................................ I
DEDICATION ................................................................................................................. II
ABSTRACT .................................................................................................................... III
摘 要 .................................................................................................................................. V
1. INTRODUCTION .........................................................................................................1
1.1 BACKGROUND OF STUDY ..............................................................................1
1.2 Statement of the Problem ......................................................................................3
1.3 Objectives ..............................................................................................................5
1.3.1 General Objective .......................................................................................5
1.3.2 Specific objectives ......................................................................................5
1.4 Research Questions ...............................................................................................5
1.5 Scope of the study .................................................................................................5
1.6 Location, Population and Economy ......................................................................6
1.7 Significance of the study .......................................................................................6
1.8 Organization of the Research Report ....................................................................7
1.9 Definition of Key terms .........................................................................................7
2. LITERATURE REVIEW .............................................................................................8
2.1 International studies...............................................................................................8
2.2 Regional studies...................................................................................................12
2.3 Theory of the study..............................................................................................16
2.4 Relation between Variables .................................................................................20
3. RESEARCH METHODOLOGY ...............................................................................22
3.1 Description of The study Area ............................................................................22
3.2 Research Design ..................................................................................................23
3.3 Approach .............................................................................................................23
3.4 Population of the study ........................................................................................23
3.5 Sampling ..............................................................................................................23
3.5.1 Sampling frame ........................................................................................23
3.5.2 Sampling Techniques ...............................................................................24
3.5.2 Sampling Unit ...........................................................................................24
3.5.3 Sampling size............................................................................................24
3.6 Types of Data ......................................................................................................24
3.6.1 Primary Data .............................................................................................24
3.6.2 Secondary Data .........................................................................................24
3.7 Sources of Data....................................................................................................25
3.8 Data collection techniques ...................................................................................25
3.8.1 Interviews .................................................................................................25
3.8.2 Documentary Review ...............................................................................25
3.9 Data analysis and interpretation Techniques .......................................................25
3.10 Ethical Issues and Consideration .......................................................................26
3.11 Validity and Reliability of Data Collection Instruments ...................................26
4. FINDINGS AND DISCUSSIONS ..............................................................................27
4.1 Characteristics of respondents .............................................................................27
4.2 The most used social Media ................................................................................28
4.3 Experience of using social media ........................................................................28
4.4 Operating system preferred by users of social media ..........................................29
4.5 The extent of business organizations in sharing information with their customers30
4.5.1 The ability of advertisements on social media in influencing people to
buy products and services. .................................................................................30
4.5.2 The uses of social media in seeking information about new products and
services. .............................................................................................................31
4.5.3 Social Media as a place for a person to get information about any product.32
4.5.4 Competition and advertisement of similar products can bring confusion to
people about the quality.....................................................................................33
4.5.5 Language is a major barrier to many users of social media .....................34
4.5.6 Social media is cost full (in terms of money and time) to users...............35
4.6 Potential benefits users of social media are getting in Tanzania .........................36
4.6.1 Determination of better and poor product. ...............................................36
4.6.2 Identification of company‟s products and potentials................................36
4.6.3 Social media is the best way to bring customers and sellers together. .....37
4.6.4 To use social media is easy compared to visit websites and other blogs .37
4.7 Challenges which users of social media are facing in Tanzania. ........................37
4.7.1 Language used by most of the companies/sellers is a challenge to
customers ...........................................................................................................37
4.7.2 Identification of best products through major used social media such as
Twitter and Facebook needs a person to have a substantial experience. ...........37
4.7.3 Possibility of misinterpretations among customers or users of product is
present when using social media .......................................................................38
4.7.4 Social media is unreliable as a person may not give the score that truly
represents his personality. .................................................................................38
4.8 Impact of using social media in influencing consumer behaviour ......................38
4.8.1 Most of the products which are advertised on social media fits both male
and female gender..............................................................................................38
4.8.2 Most of the products which are advertised on social media fit adult people
(18 years) only. ..................................................................................................39
4.8.3 Among all social media in Tanzania, Facebook is the best for getting
information about products and services. ..........................................................39
4.8.4 Among all devices which are used in browsing social media, mobile
phone is the best device. ....................................................................................40
4.9 Social media advertisement versus African culture ............................................40
4.10 Products and services everybody he/she likes to see them on social media .....41
4.11 People are not getting adequate information about businesses‟ products and
services. .....................................................................................................................41
4.12 Safety to social media users ..............................................................................42
4.13 Cost of social Media devices .............................................................................43
5. CONCLUSION AND RECOMMENDATIONS ......................................................44
5.1 Summary of the findings .....................................................................................44
5.2 Conclusion ...........................................................................................................45
5.3 Recommendations ...............................................................................................45
REFERENCES ................................................................................................................47
APPENDIX ......................................................................................................................50
LIST OF TABLES
Table 1: Sample size……………………………………………………………2 4

Table 2: Respondent‟s age………………………………………………………..27

Table 3: Respondent‟s gender…………………………………………….2 8

Table 4: Users of social media………………………………………………….2 8

Table 5: Period of using social media………………………………………….2 9

Table 6: Operating system preferred by most of the users of social media…... 30

Table 7: Uses of social media in seeking information about new

products/services……………………………………………………………3 3
LIST OF FIGURES
Figure 1: Basic forms of Social media…………………………………………..1

Figure 2: A Model of Five Stages in the Innovation -Decision Process……..18

Figure 3: Diffusion of Innovation adopter categories……………………………..18

Figure 4: Relationship between Variables…………………………………………20

Figure 5: Period of using social Media……………………………………………..29

Figure 6: Operating system preferred by most of the users of social media….. 30

Figure 7: The ability of advertisements on social media in influencing people to buy

products and services………………………………………………………………...32

Figure 8: Information about any product………………………………………..3 3

Figure 9: Confusion about the quality…………………………………………3 5

Figure 10: Language as a major barrier…………………………………………….36

Figure 11: Social media is cost full to users………………………………3 7

Figure 12: Facebook is the best social media in Tanzania for getting information about

products and services………………………………………………41

Figure 13: Products and services preferred by users of social media…………..42

Figure 14: Respondents opinion about information which are getting from social

media………………………………………………………………………………...43
LIST OF ABBREVIATION AND ACRONYMS

CEO…………………………………Chief Executive Officer

B2B……………………………………Business to Business

ROI……………………………………Return on Investment

SNS……………………………………Social Network Sites

DOI……………………………………Diffusion of Innovation

SPSS………………………………… Statistical Package for Social Science

ICT……………………………………Information Communication Technology


1. INTRODUCTION

1.1 BACKGROUND OF STUDY

Social media can be defined as online platforms that people use to share opinions
and experiences including photos, videos, music, insides and perceptions with each other.
Social media platforms are categorized in eight main titles: (i) social networking sites, (ii)
blogs, (iii) micro blogs, (iv) content sharing sites, (v) wikis, (vi) social bookmarking sites,
(vii) podcasts and (viii) forums. (N. Gizem Kocak,et al (2013)).

Figure1: Basic forms of Social media


Social media refers to the means of interaction among people in which they create,
share, and exchange information and ideas in virtual communities and networks. Social
media depends on mobile and web-based technologies to create highly interactive
platforms through which individuals and communities share, co-create, discuss, and
modify user-generated content. It introduces substantial and pervasive changes to
communication between organizations, communities and individuals. (South China
Morning Post, 20th November 2014)
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Through social media people interact freely, sharing and discussing information
about each other and their lives, using a multimedia mix of personal words, pictures,
videos and audio.
What we buy, how we buy, where and when we buy, in how much quantity we buy
depends on our perception, self-concept, social and cultural background and our age and
family cycle, our attitudes, beliefs values, motivation, personality, social class and many
other factors that are both internal and external to us. While buying, we also consider
whether to buy or not to buy and, from which source or seller to buy. In some societies
there is a lot of affluence and, these societies can afford to buy in greater quantities and at
shorter intervals. In poor societies, the consumer can barely meet his barest needs.
The marketers therefore try to understand the needs of different consumers and
having understood his different behaviors which require an in-depth study of their
internal and external environment, they formulate their plans for marketing.
Consumer behaviour - the study of individuals, groups, or organizations and the
processes they use to select, secure, use, and dispose of products, services, experiences,
or ideas to satisfy needs and the impacts that these processes have on the consumer and
society. (Perner L. (2010).
Perner L. (2010) analysed the benefits which firms and organizations gets when
improve their marketing strategies by understanding issues such as how
 The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products, and retailers);
 The psychology of how the consumer is influenced by his or her
environment (e.g., culture, family, signs, media);
 The behavior of consumers while shopping or making other marketing
decisions;
 Limitations in consumer knowledge or information processing abilities
influence decisions and marketing outcome;
 How consumer motivation and decision strategies differ between products
that differ in their level of importance or interest that they entail for the consumer;
and

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 How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.
Technology gives consumer the power to investigate products to label them and
criticize them in equal measure, and more. Therefore many companies today have pages
on social networks to complement the information held about products, held by the
feedback of consumers about products and tend to relate more to a company after reading
various reviews. ( Elisabeta I. & Stoica I.(2014)

Facebook was started in 2004 by Mark Zuckerberg with the help of his friends
Andrew McCollum and Eduardo Saverin. As of June 2014 Facebook had more than 829
million daily active users on average while 654 million are mobile daily active users. In
August 2007
Facebook announced that it was looking to “translate its popularity into bigger
profits” by offering advertisers direct access to their targeted demographic consumers.
(Charlene .C (2007)).
According to the report by Tanzania Communication Regulatory Authority, up to
2012 17percent of the population of Tanzania had access of using internet. Statistics
recorded in 2013 shows that 90.7percent of the online presence in Tanzania prefers
Facebook, followed by 3.52percent of the population who are using the Internet for
reading purpose, twitter users stands at 2.44 and YouTube left with 1.78percent while
0.4percent of them are using linked-in. Men take the lead at 71percent. (Guardian on
Sunday newspaper (October 12, 2014))

1.2 Statement of the Problem

Internet services in Tanzania started in 1995 where by five years later in 2000 the
number of users of internet was 115000, since then the number has kept growing
significantly –reaching 9.3 million users in 2014; equivalent to 20 per cent of the 45
million people in Tanzania.
This has grown by about 65 per cent within one year. By May 2013 statistics from
the Tanzania Communications Regulatory Authority showed that there were six million

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internet users out of the 45 million citizens who had access to the Internet on a daily basis
–at the penetration rate of 11.5 per cent of the population (Citizen newspaper ( October
12,2014)).
The rapidly growing number of Internet users in the country is attributed to the
technological revolutions and improvements that have led to a substantial decline in the
cost of using internet services backed by government‟s initiative to heavily invest in the
national fiber optic technology.
Thus, cost reductions and the increasing number of Internet-enabled devices like
mobile phones and other gadgets have also attracted more subscribers to the service.
Although computer and Internet penetration in most African countries like Tanzania is
still very low, the mobile phone is increasingly becoming key entry point for Internet
adoption in which majority of people currently access internet for the first time in their
mobile phones. (Citizen newspaper (October 12, 2014)).
Although Facebook is still new to most of the Tanzanians, the number of users is
rapidly increasing which cause many companies/business men to create online
relationship with the users whether simply promoting their products/services or receiving
questions regarding the problems or challenges which their customers are facing.
Through Facebook companies which are marketing their products can simply select
the target audience which they want by gender, age and country.
There have been various initiatives to enhance the efficiency and effectiveness
among organizations including use of various communication channels between
organizations and their stakeholders, particularly the use of ICT for organizational
efficiency and effectiveness. Social media are among the communication channels that
organizations have adopted and started using in order to improve their performance.
(Constantine. D (2013))
Tanzania has a population of 44.5 million people (2012 census) whereby up the
number of internet users are estimated to be 9.3 million. While the number of people who
are using Facebook is estimated to be over 705460 with the internet penetration rate of
11.5.

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It is due to the emergence of Internet-enabled mobile phones and lower bandwidth
adaptations of applications, particularly social media, which is driving the rapid diffusion
and growth of mobile internet usage in various sectors of economy (Citizen newspaper
(March 23,2014)).

1.3 Objectives

1.3.1 General Objective

The general objective of this research was to find out the roles played by social
media in influencing consumer behavior in Tanzania.

1.3.2 Specific objectives

i. To determine the usage of social media in Tanzania.


ii. To explore the uses of social media between business organizations and their
customers in Tanzania.
iii. To identify potential challenges faced users of social media in Tanzania.
iv. To identify potential benefits which users of social media were getting in
Tanzania.

1.4 Research Questions

i. To what extend were social media used in information sharing between business
organizations and their customers?
ii. What was the impact of using social media in influencing consumer behavior?
iii. What were the challenges facing users of social media?
iv. What were the pros and cons of using social media in business?

1.5 Scope of the study

The study covered the country of Tanzania as it includes users of social media such
as Facebook, Twitter, Instagram, Jamiiforums and WhatsApp which are the most used
social media in Tanzania.

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1.6 Location, Population and Economy

The United Republic of Tanzania is located in Eastern Africa. It is bordered by


Kenya and Uganda to the North, Rwanda, Burundi and the Democratic Republic of
Congo to the West and Zambia, Malawi and Mozambique to the South. The country‟s
eastern border lies in the Indian Ocean which has a coastline of 1,424 km.
Tanzania is a result of the unification of Tanganyika (the mainland) and the
Zanzibar islands. Tanganyika and Zanzibar united on 26th April 1964, forming the
United Republic of Tanzania. Tanganyika became independent from the British on
December 1961 and Zanzibar became free through a revolution on 12th January 1963.
Tanzania has a total area is 945,087 sq.km including 61,000 sq. km of inland water.
The total surface area of Zanzibar is 2,654 sq.km. Unguja, the larger of the two islands
has an area of 1,666 sq.km, while Pemba has an area of 988 sq.km. Population of
Tanzania is estimated to be 44.9 million (2012 census).
Tanzania is a developing country and its economy depends heavily on agriculture.
The sector accounts for more than 40% of GDP, provides 85% of the country‟s exports
and employs 80% of the total workforce. Apart from the agricultural sector, tourism,
mining and small scale industries are increasingly contributing to the national economic
growth.

1.7 Significance of the study

The use of social media is increasing among the business organizations as most of
the companies are divert from using websites as the only instrument for communicating
with their current and future potential customers and now are concentrating more on
social media.
To conduct a study like this becomes more important as it helps to disseminate
knowledge to the users of social media including business organizations and customers.
The findings are useful to users of social media in generating new knowledge in the
field of business. Users of social media which includes both the business organizations
and customers can get to see the importance of social media in communication.

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1.8 Organization of the Research Report

The study was organized in five chapters; where by each chapter states its contents.
However; all contents found in each chapter had significant relationship to each other.
Chapter one is all about background to the study, statement of the problem, research
objectives and research questions, scope of the study, location, population and economy,
organization of the study and finally the definition of important key terms. Chapter two is
about literature review, which comprises of international studies, regional studies, and
theory of the study and variable relationships.
Chapter three is concerned with research methodology showing description of study
area, research design, sampling, data collection, data analysis and interpretation
techniques and limitation of the study. Chapter four is about Findings in which data are
presented as well as analyzed and the discussion about findings is done. Finally chapter
five provides conclusion as well as recommendation.

1.9 Definition of Key terms

i. Social media are websites and applications that enable users to create and share
content or to participate in social networking. Oxford Advanced Learners dictionary,7th
edition (2005),
ii. Consumer buying behavior it is the study of consumers and the processes they
use to choose, use (consume), and dispose of products and services.
iii. Facebook is a popular free social networking website that allows registered
users to create profiles, upload photos and video, send messages and keep in touch with
friends, family and colleagues. The site, which is available in 37 different languages,
includes public features.

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2. LITERATURE REVIEW

2.1 International studies

Boyd. D and Ellison. N (2007) analysed the important of social media in


communication as Social networks become unique as they allow individuals to meet
strangers, but rather that they enable users to articulate and make visible their social
networks. This can result in connections between individuals that would not otherwise be
made. On many of the large SNSs, participants are not necessarily "networking" or
looking to meet new people; instead, they are primarily communicating with people who
are already a part of their extended social network.
A survey conducted in 2012 by Pew Research Centre‟s Internet & American Life
Project show that young adults from age of 18 to 29 in United States of America are
more likely to use social networking sites compared to other age groups. 67% of social
networking sites users prefer Facebook while 16% prefer Twitter, 13% prefer Instagram.
It was found that people under the age of 50 years are using social networking sites
while 83% of people who are using social networking sites are between the age of 18 to
29 years.
The results shows that most of the users (70%) are living in urban areas compared to
61% who are living in rural areas.
The percentage of users who are using twitter in 2012 was 16% which is higher than
8% which was in 2010. Men comprise 17% while women percentage is 15.
While the survey show that the percentage of people who are using Instagram was
13, and percentage of women was higher compared to men.
Facebook remains the most used social networking platform in USA as two third of
online adults were found to be the users. Percentage of internet users who are using
facebook was 67% while women percentage was higher compared to men. And it was
found that most of the users are young adults.

8
Ipsos Canadian Interactive reid report (2012) shows that 62% of people living in
Canada are using social networking sites while 30% are visiting social networking sites
daily. And 37% of people who are using social networks daily is women while the
percentage of men using social networking sites daily is 24 only.
The percentage of internet users who were using Facebook in 2012 is 86% which
seems to decline as compared to 90% in 2010.
The survey show that 31% click an online advertisement at a website at least
monthly, while 21% have been respond to an email sent by a company promoting the
product or services online. And 17% have been making purchase online based on what
the website recommend.
In Canada 83% of teens owns or share computer while 67% owns mobile phones
and 17% tablets. And 24% are spending on average 3 hours daily online. And 69% prefer
to visit social networking sites.
Toby Merrill, Kenneth Latham, Richard Santalesa, David Navett (2011), explains
the benefit of social media as it provides the business organisations with power to create
deep relationship with the customers as people feels to be connected with the company
when they have capacity of communicating with the company direct as well as they can
express their opinions regarding the product or services of the company.
Through social networking sites the companies can monitor the public perception of
its brand, products and services, as well as it can provides quick respond if negative
perception goes viral through social media worldwide.
Jon Gibs & Sean Bruich(2010) in their report explain the marketing transformation
which is taking place as marketers are moving from using a broadcast-based marketing
relationship into web based marketing relationship where consumers directly engage with
marketing messages and pass them along to their friends.
Marketers have been trying to recognise their customers who are using social
networks, and trying to communicate with them back.
Asuthosh nair and Jaspreet sidhu (2009) explain the importance of Social media
marketing in B2B Marketing as they are looking on the side of return on Investment and
found out that B2B marketing is on transformation as traditional marketing channels like

9
television, the print media, and outdoor advertising no longer deliver the return on
investment as they used to be as people are spending less than 25% of their time
compared to the time they are spending on social medias. Social media marketing is cost
effective as it is cheap compared to other forms of advertising and it is useful in tight
economic times can be used to gain competitive advantage. And as the cost of sales
acquired through social media is lower. ROI and profit margin can increase.
According to the survey done by Brand fog in 2013, survey results demonstrated
that 80.6% of the respondents believed that social media is an important platform for
CEOs to engage with customers and investors and 83.9% believe that CEO social media
engagement is an effective tool to increase brand loyalty (brandfog.com (2013)).
A survey conducted in 2012 by Pew Research Center‟s Internet & American Life
Project show that young adults from age of 18 to 29 in United States of America are
more likely to use social networking sites compared to other age groups. 67% of social
networking sites users prefer Facebook while 16% prefer Twitter, 13% prefer Instagram.
It was found that people under the age of 50 years are using social networking sites
while 83% of people who are using social networking sites are between the age of 18 to
29 years.
The results shows that most of the users (70%) are living in urban areas compared to
61% who are living in rural areas.
The percentage of users who are using twitter in 2012 was 16% which is higher than
8% which was in 2010. Men comprise 17% while women are 15%.
While the survey show that the percentage of people who are using Instagram was
13%, and percentage of women was higher compared to men.
Facebook remains the most used social networking platform in USA as two third of
online adults were found to be the users. Percentage of internet users who are using
Facebook was 67% while women percentage was higher compared to men. And it was
found that most of the users are young adults.
A survey done by Kantar in 2014 discovered that out of 65% of people who are
using internet every day in China, 44% are using for the purpose of browsing social
media. QQ zone, Weibo and Wechat are social media which have many users compared

10
to other social media, but Weibo is the social media which is used by many who are
seeking information about different organisations as well as brands.
Users of social media in China said the advantages of them using social media are
such as;
-It makes their life more efficient and convenient
-It expand their social circle
- Solve difficulties of life
-It gives them more confidence and improves their social skills.
(Yu Louis, Sitaram Asur & Huberman B. A) analyse the internet penetration as
The internet penetration in rural areas in China is about 5.1% and in urban areas is on
average of 21.6%. And in metropolitan cities such as Beijing and Shanghai is on average
of 45%. Where Beijing is 46.4% and Shanghai 45.8%. Most of western social
networking sites such as Facebook, Twitter and Instagram are blocked by „great firewall
of China‟ although people can still access them through virtual private networks.
(Yu Louis,Sitaram Asur & Huberman B. A) explained that Sina Weibo is the most
used social networking site in China with around 280 million active users. It has two
types of accounts, regular user accounts and verified user accounts. A verified user
account typically represents a well-known public figure or organization in China. Sina
has reported in the annual report that it has more than 60,000 verified accounts consisting
of celebrities, sports stars, well known organizations (both Government and commercial).
Through Sina Weibo users including business organisations can posts text messages,
photos and videos displaying their products and services. And it has been proved that
most of the people in China tend to buy products which are recommended by their
fellows through social media.„‟Thread less‟‟ is a company dealing with T-shirts
production, since it started using social media platform to connect with its customers the
revenues has increase from US$ 6 million in 2005to US$ 30 million in 2012. (South
China Morning Post, 20th November 2014). For companies operating in China, the rise
of social media opens opportunities to engage with consumers and, at times, avert serious
problems. By ignoring social media, companies may not see a consumer-led crisis
coming.(China business review, 1st January 2011) explained that as China‟s population

11
moves online, consumer behaviour shifts. Oddly, many companies have failed to
acknowledge the shifts in their marketing strategies. Social media has grown to become
the shared commons where Chinese consumers offer opinions, ask for advice, and
discuss brands. Ignoring the Internet could be considered a lost opportunity in the past,
but in China today, ignoring social media is a business risk.
Japan is said to be among the first countries to embrace social media in early 2000
before popular social media such as Facebook and MySpace. Emergency of internet in
Japan has increased the circulation of information by over 500 times in the past ten years.
The Japanese are now much more used to talking about brands and products, as well as
sharing experiences and knowledge, and using services in order to educate one another
through the Internet. Social media are very important in Japan as people do not trust
commercial messages which are posted on companies websites but prefer word of mouth
as well posts from other product‟s users. (http://www.onbile.com/info/best-social-media-
companies-in-japan/).
Survey done by Harvard Business Review Syndicate in 2010 show that 79% of the
2100 organisation surveyed said that they were either used social media channels and
21% were prepared to launch social media initiatives.50 percent of the organizations
surveyed agreed that uses of social media have increase the awareness of the organization,
products or services among targeted customers while 11 percent said uses of social media
did not bring any impact to the organization. (The New Conversation: Taking Social
Media from Talk to Action, Harvard Business Review Analytic Service (2010)).

2.2 Regional studies

Studies suggest that when Africans go online (predominantly with their mobile
phones) they spend much of their time on social media platforms (Facebook, Twitter,
YouTube and so on) (Africa renewal magazine (December 2010))
Up to 2014 Facebook announced that it had more than 100 million active users out
of 200 million users of internet in Africa. And 80% of those users access services
through mobile phones. (http://techcrunch.com/2014/09/08/facebook-africa/ )

12
In South Africa Facebook is the major social network which has many active users
compared to any other social network. In 2014 Facebook had 9.4 Million users compared
with 6.8 million users in 2013. WhatsApp is presently the most popular app in the
Android, Apple and Windows app stores, with Facebook in second place in the Android
and Windows stores, while Instagram takes the Apple store runner-up slot. 93% of major
brands in South Africa are using Facebook while Twitter, 58% YouTube, 46% LinkedIn
and 28% Pinterest. Over half of major brands (54%) rely on their own marketing team, a
further 9% on public relations teams, and only 16% on third parties. (South African
Social Media Landscape 2014).
Participating in social networking is the single most important activity among
Nigerian internet users: 95% are members of one or more social networks. Among these,
Facebook is the most important with 93%. Twitter and Linked In achieve 22% each. The
success of using social media would not be measured in direct sales; rather, in the quality
of engagement and user experience, ultimately resulting in enhanced loyalty. Unlike
traditional marketing with unidirectional advertising, social media platforms enable
dialogue. Therefore, brands are no longer positioned by marketers; brand positioning
evolves interactively through a process of co-creation. Social media marketing at its best
involves consumers in the process of rejuvenating brands and maintaining brand health.
This, of course, requires re-orientation on the side of marketers.
(http://evolutionafrica.com/the-potential-for-social-media-marketing-in-nigeria/)
Social media has come to stay. And its effective use has become a pertinent tool in
building brand awareness, loyalty and growth in modern businesses. When applied
creatively, it improves loyalty, growth and income as it provides an informal, albeit
unique, platform for marketing products and services, engaging customers directly and
building relationships
Effective social media usage requires creative thinking and strategic planning,
understanding the target audience and patiently building brand awareness. With the
introduction of new technologies and a general move towards media fragmentation, the
use of social media platforms in marketing is definitely set to grow even more. Hence
we have seen the emergence of social and digital media managers and their respective

13
teams in modern businesses. This highlights the importance of social media to corporate
growth and success.
In Nigeria the most used social media are Facebook and Twitter, most companies
are using these media for engaging with their customers, building brand awareness and
loyalty. Top 5 companies which are using social media are GTBank, MTN Nigeria,
Etisalat, Jumia and Konga (Venture magazine,( April 24, 2013)).
GT Bank is a financial services provider which provides its services through
Facebook as a customer with a valid Facebook account can open an online bank account
and do transactions through Facebook account. GTBank brought banking to its customers
and prospects on Facebook by allowing them to open an account and do other
transactions using their Facebook accounts. Also, their customer service is open to
everyone on Facebook and Twitter. It has 2.4 Million likes on Facebook
(Facebook.com/gtbank ) and over 200,000 followers on Twitter (twitter.com/gtbank).
Telecoms giant, MTN Nigeria is second on the list with over 2.4 Million likes on
Facebook (facebook.com/mtnloaded)) and 377000 followers on its Twitter account
(twitter.com/mtnng). MTN Nigeria gives up to date information about their products and
services on these social media platforms. Their interaction with customers is satisfactory
as customer service enquiries are encouraged and responded to promptly on their Twitter
account.
Another telecoms provider in Nigeria, Etisalat has an impressive presence on social
media despite being a new brand. It has over 1 million likes on Facebook
(facebook.com/etisalatnigeria) and over 170,000 followers on Twitter
(twitter.com/etisalat_9ja). Etisalat regularly updates its customers on these platforms on
new products and services and responds to their requests as well. Etisalat also informs
customers of other activities they are involved in and their Facebook page and Twitter
account is always buzzing with replies to customers‟ questions.
Online retailer Jumia has a decent presence on social media. On Facebook, Jumia
has over 1.2 million likes (facebook.com/jumia.com.ng)and over 40,000 followers on
Twitter (twitter.com/jumianigeria). The e-commerce company allows client to order for
goods on both their Twitter account and Facebook page. Jumia interacts regularly with

14
customers via social media – updating and announcing the arrival of new stocks. Also,
customers can track their orders on these social media platforms and the response from
the Jumia team is good. Their Facebook and Twitter account is a beehive of activities on
a daily basis and they have uniquely sustained this interaction with customers.
Konga.com, another retail online megastore, also has a good social media presence.
Konga had over 1.2 milion likes on Facebook (facebook.com/shopkonga) and over
86,000 followers on Twitter(twitter.com/shopkonga). Customers place orders on their
social media platforms and track their orders on them as well. New stocks are also
announced and displayed on their Twitter account and Facebook page. The interaction
between Konga and its customers on its social media platform is also very efficient as
customers‟ requests are responded to promptly. These companies through their
engagement on social media have been able to sell their products as well as communicate
with their potential customers.
Pfeiffer C, et al (2014) in their survey found that that most of the users of internet in
Tanzania access the it mainly through mobile phones and Facebook is by far the most
popular internet site.
(Citizen newspaper (March 26 2014)) reported that the completion of the National
ICT Broadband Backbone (NICTBB) and the booming number of mobile phone users
has attracted and increased the number of Internet users in Tanzania to nine million.
The rapidly growing number of Internet users in the country is attributed to the
technological revolutions and improvements that have led to a substantial decline in the
cost of using internet services backed by government‟s initiative to heavily invest in the
national fibre optic technology.
Historically internet services began in Tanzania in 1995 and up to 2008 there were
2.7 million users of internet and in 2013 there were 6 million users while in 2014 the
number has increased by 65% up to 9.3 million users (Citizen newspaper (March 26
2014)). Social media appears to be similar but most of them are quite different to each
other in terms of their purpose and type of users. Myspace connects people especially
musicians, You tube links people through videos. Other links people of the same

15
profession i.e LinkedIn, and photo sharing such as Instagram and Flickr. (Cachia.
R(2008)).
Cachia R(2008) differentiated Social networking sites with other website by taking
five characteristics of social networking sites;

i. Presentation of oneself-allow users to mobilise and organise their


social contacts and profiles in the way they want other members to see them.
ii. Externalisation of data-The externalisation of networks is possibly
one of the first times online users have been able to view their own online
social networks, and share them with friends and the general public.#
iii. New way for community formation-SNS support new ways for
people to connect between themselves. Example on Facebook Users may join
a community of book readers, connecting through books they have liked.
iv. Bottom up activities-SNS provide the ideal platforms through
which users with similar values and interests can come together to collaborate
effectively and cheaply.
v. Ease of use-A major attribute of SNS' popularity is their simplicity.
Anyone with basic internet skills can create and manage an online SNS
presence.

2.3 Theory of the study

This study can be related with the diffusion theory also known as the diffusion of
innovations theory.
Diffusion is the process by which an innovation is communicated through certain
channels over time among the members of a social system. Diffusion is a special type of
communication concerned with the spread of messages that are perceived as new ideas.
Communication is a process in which participants create and share information with one
another in order to reach a mutual understanding. This definition implies that
communication is a process of convergence (or divergence) as two or more individuals
exchange information in order to move toward each other (or apart) in the meanings that
they ascribe to certain events. (Rogers. E (1983)
Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers in 1962, is one of
the oldest social science theories. It originated in communication to explain how, over

16
time, an idea or product gains momentum and diffuses (or spreads) through a specific
population or social system. The end result of this diffusion is that people, as part of a
social system, adopt a new idea, behavior, or product. Adoption means that a person
does something differently than what they had previously (i.e., purchase or use a new
product, acquire and perform a new behavior, etc.). The key to adoption is that the person
must perceive the idea, behavior, or product as new or innovative. It is through this that
diffusion is possible. (Robinson L. (2009)). The adoption or rejection of the innovations
depends on the awareness of people who use them. There are many internal and external
factors, such as innovation attributes, demographic variables, environmental and
institutional factors, which affect the use of new technologies by university faculty.
Factors such as poor infrastructures, high costs, language barriers, social and political
factors, may form barriers to adoption observed that members of all social systems do not
readily accept an innovation in the same order and at the same rate. Rogers‟ theory
functions as a scientific framework to understand the behaviour of why some
technologies are quickly adopted and used while others not. (Nazari, F.,et al ,(2013)).
The following are five stages as described by (Rogers. E (1983)) in adopting the
innovation;
i. Knowledge occurs when an individual (or other decision making unit) is exposed
to the innovation's existence and gains some understanding of how it functions.
ii. Persuasion occurs when an individual (or other decision making unit) forms a
favourable or unfavourable attitude toward the innovation.
iii. Decision occurs when an individual (or other decision-making unit) engages in
activities that lead to a choice to adopt or reject the innovation.
iv. Implementation occurs when an individual (or other decision making unit) puts
an innovation into use.
v. Confirmation occurs when an individual (or other decision making unit) seeks
reinforcement of an innovation-decision already made, but he or she may reverse this
previous decision if exposed to conflicting messages about the innovation.

17
Figure 2: A Model of Five Stages in the Innovation-Decision Process ((Rogers. E
(1983)).

Social media marketing can be relates with Diffusion theory of innovation due to the
qualities which makes innovation spread.
Diffusion of Innovations takes a radically different approach to most other theories
of change. Instead of focusing on persuading individuals to change, it sees change as
being primarily about the evolution or “reinvention” of products and behaviours so they
become better fits for the needs of individuals and groups. In Diffusion of Innovations it
is not people who change, but the innovations themselves. ((Robinson L. (2009)).

Figure 3: Diffusion of Innovation adopter categories (Kaminski J. (2011)).

18
Innovators; they are very eager to try new ideas. Being an innovator has several
prerequisites. These include control of substantial financial resources to absorb the
possible loss owing to an unprofitable innovation and the ability to understand and apply
complex technical knowledge ( Rogers E.(1983)).
Early Adopters; This adopter category, more than any other has the greatest degree
of opinion leadership in most social systems.( Rogers E.(1983)). Once the benefits start
to become apparent, early adopters leap in. They are on the lookout for a strategic leap
forward in their lives or businesses and are quick to make connections between clever
innovations and their personal needs. They‟re often fashion conscious and love to be seen
as leaders: social prestige is one of their biggest drivers. ((Robinson L. (2009)).
Early Majority: The early majority's unique position between the very early and the
relatively late to adopt makes them an important link in the diffusion process. They
provide interconnectedness in the system's networks. The early majority may deliberate
for some time before completely adopting a new idea. Their innovation-decision period is
relatively longer than that of the innovator and the early adopter. (Rogers E.(1983)).
Late Majority; they are conservative pragmatists who hate risk and are
uncomfortable your new idea. ((Robinson L. (2009)). Similar to the early majority, the
late majority includes one-third of all members of the social system who wait until most
of their peers adopt the innovation. (Sahin .I(2006)).
Laggards; Laggards are the last in a social system to adopt an innovation. They
possess almost no opinion leadership. They are the most localite in their outlook of all
adopter categories; many are near isolates in social networks. (Rogers E.(1983)).
Moreover, they do not have a leadership role. Because of the limited resources and the
lack of awareness-knowledge of innovations, they first want to make sure that an
innovation works before they adopt. (Sahin .I(2006)).
Adopters consist of innovators, early adopters, and early majority, while late
majority and laggards comprise later adopters. The differences between these two groups
in terms of socioeconomic status, personality variables, and communication behaviours,
which usually are positively related to innovativeness. For instance “the individuals or

19
other units in a system who most need the benefits of a new idea (the less educated, less
wealthy, and the like) are generally the last to adopt an innovation”. . (Sahin .I(2006)).

2.4 Relation between Variables

Figure 4: Relationship between Variables

Improve audience insight- Social media allows marketers to see what their
potential customers are talking about while they get know what they like or need.
Marketers can use them to gather customer information and to provide the information
which customers are looking for.
Improve customer service- Social media allows businesses to field customer
questions, comments and concerns instantaneously. Customers using one of the common
social networks such as Facebook and Twitter can communicate with you directly. This
method also allows you to answer them in a public format that lets others see the quality
of your customer service.

20
Distribution of content easily- In previous days marketers faced with the problem
of distributing their marketing contents very fast and in a short period. But through social
media they can spread any information quickly.
Influencing the industry- As the number of followers increase on the social
network you are using such as Facebook or Twitter, people start to talk about you and
your products and start to spread the messages to each other. This results to the growth of
your influence in the business industry.
Increase traffic- Now days it is difficult for people to visit the website of the
company or any other business compared to visit its Facebook page. As the number of
followers on social media increase it results to the increase of people who are visiting the
business website. When businesses are sharing their contents on social media it makes
search engines to capture those contents which speak brand‟s credibility, legitimacy and
trustworthiness.
Reduce costs- Social media helps to reduce marketing costs by allowing the
businesses to presents their brands in front of customers by consuming their time and few
internet costs.

21
3. RESEARCH METHODOLOGY

3.1 Description of The study Area

This study was conducted in Tanzania, the country within Eastern Africa. It is
bordered by Kenya and Uganda to the north; Rwanda, Burundi, and the Democratic
Republic of the Congo to the west; and Zambia, Malawi, and Mozambique to the south.
The country's eastern border is formed by the Indian Ocean. Kilimanjaro, Africa's highest
mountain, is in north-eastern Tanzania. The population of Tanzania is 44,928,923 (2012
census).
The study was conducted in two major cities of Tanga and Arusha. The reason of
the researcher to conduct study in those cities were; These are cities which their economy
is very high compared to other cities in Tanzania, excluding Dar es Salaam, Mbeya and
Mwanza.
Tanga City is located on the shores of the Indian Ocean in north east Tanzania. It
has a land area of 474 square Kilometres and has a population of 273,332 inhabitants in
2012 (Population and Housing Census, 2012). The City is the fourth largest population
agglomeration, second largest port, third largest industrial centre in Tanzania, and also
the headquarters of Tanga Region, Tanga District and Tanga City Council. It has among
the best economic and social infrastructure in the country, and is well connected by road,
rail-lines and telecommunications with large markets in Eastern and Central Africa.
There are also institutions in medical and livestock research, the largest Regional hospital
and five companies offering financial services. An airport provides air services to other
urban and tourism centres in the country. Nearby across the channel lie the islands of
Pemba and Zanzibar.
Arusha is a city in northern Tanzania and the capital of the Arusha Region, with a
population of 416,442 plus 323,198 in the surrounding Arusha District (2012 census).
Located below Mount Meru on the eastern edge of the eastern branch of the Great Rift
Valley, Arusha has a temperate climate. The city is close to the Serengeti National Park,

22
the Ngorongoro Conservation Area, Lake Manyara National Park, Olduvai Gorge,
Tarangire National Park, Mount Kilimanjaro, and Arusha National Park on Mount Meru.
Arusha is a major international diplomatic hub. The city hosts and is regarded as the de
facto capital of the East African Community.

3.2 Research Design

The study was conducted through the use of case study design as it would focus on a
single area (area of study) and types of data collection used were questionnaires and
interviews.Moreover, case study design gave a room for a researcher to analyse the
particular unit in detail with its findings was unique from the rest.The rational of this case
study design compared to others is that it formulates a problem for more precise
investigation from an operational point of view. The major emphasis in this study was on
the discovery of ideas and insight.

3.3 Approach

The study was qualitative in nature however it contained some quantitative data.
The thesis intended to collect the understanding of perspective and the subjects on how
the social media influence the marketing behaviour. This means that the data that
collected were qualitative however in some extent were implemented by quantitative data.

3.4 Population of the study

The study targeted users of social media especially the potential customers of
different products and services in Tanzania

3.5 Sampling

3.5.1 Sampling frame

The target population was citizens of Tanzania. The study used cluster sampling and
stratified sampling. The main objective of cluster sampling is to reduce costs by
increasing sampling efficiency. The whole population divided into clusters and then
those clusters were studied. A researcher also selected randomly a sample from each
stratum. The main objective of stratified sampling is to increase precision.
23
3.5.2 Sampling Techniques

Sampling technique used was probability sampling. Probability sampling is a


technique whereby each member of a society has an equal chance of being selected. In
this technique a researcher collected data from the population of 250 people.

3.5.2 Sampling Unit

The study included different users of social media who are both young and older as
well as male and female.

3.5.3 Sampling size

The sample size was obtained from the total population which was the total number
of people at the study areas. As the reasons that it was impossible to get the total number
of people who are using social media, a researcher took a sample size of 250.
Table 1: Sample size
Respondents No. of Respondents
Users of social media in Tanga city 108
Users of social media in Arusha city 108
Total 216
Source: Field Data (February, 2015).

3.6 Types of Data

Both primary and secondary data were collected thus as;

3.6.1 Primary Data

The data were collected through conducting interview and disseminate


questionnaires to users of social media.

3.6.2 Secondary Data

Data collected from accessible documents which included journals, newspapers and
newsletters which had information relating to social media. Researcher also reviewed
other published reports from Government institutions and Non-government institutions
which contained information about social media.

24
3.7 Sources of Data

Data were collected from Primary sources as well as Secondary sources. From
Primary Data sources included Observation Method as well as Survey Method. In
observation method, Researcher observed on how the business organisations providing
services to their customers through the use of social medias. But in survey method, a
researcher collected Data by asking questions to users of social media and through this
questionnaires were prepared. From secondary data, a researcher obtained Data from
external sources. From external sources included Data from Government publications,
reports from Tanzania Communication Regulatory authority, Ministry of Communication
and other reports and publications written by stakeholders of social media and marketing

3.8 Data collection techniques

Techniques of Data collection included the followings;

3.8.1 Interviews

In conducting interviews, the researcher conducted face to face with users of social
media using both structured and unstructured questions.

3.8.2 Documentary Review

The researcher reviewed some of the records, documents, journals, videos and
books.

3.9 Data analysis and interpretation Techniques

Data collected processed by summarizing the bulk data and analysing them using
both quantitative method and qualitative method.
The Quantitative Data analysed by measuring; identify the differences; making
comparison with other areas and contextualizing. In this study, the computer data
analysis software; Statistical Package for Social Sciences (SPSS) was used to derive
descriptive statistics, frequencies, percentages and making cross tabulations of variables
to check the relationships. Quantitative data were presented in both tables and figures and
were analysed quantitatively.

25
Information generated from interview in the field, were used to back up the
quantitative data collected from questionnaire. Content analysis of information collected
from the written documents was made according to its relevance. Qualitative data were
transcribed and examined for common themes and grouped into sub themes according to
the objectives of the study.

3.10 Ethical Issues and Consideration

The study adhered to all ethical issues. Ethical issues are crucial in research since
they guide the researcher on what is permissible and what is not and thus were mandatory
for the researcher to observe. Ethical issues observed included informed consent,
confidentiality of information, privacy and anonymity of respondents.

3.11 Validity and Reliability of Data Collection Instruments

To ensure validity and reliability, a questionnaire was reviewed by supervisor and


fellow Masters Students at Central China Normal University. A researcher came up with
inputs to modify some of the questions for the study to remain focused on its objectives.
In addition, a pilot study was conducted. Interview and self-administered questionnaires
were administered to 20 respondents. Lessons from the pilot study helped the researcher
to well design data collection tools and choose the best approach and data collection
method.

26
4. FINDINGS AND DISCUSSIONS

This section of the report presents analysis of the data collected from the study and
interprets them in relation to the study objectives and research questions formulated.
The first part of this chapter presents the social demographic characteristics of the
respondents. The second part provides a detailed analysis and discussion of the extent to
which people use social media, the impact of social media in business, and the challenges
facing people in using social media.

4.1 Characteristics of respondents

The study used respondents of different age groups. The following age groups were
used;Below 17 years of age 3, 18-24 years of age were 150, 25-34 years of age were 54,
35-44 years of age were 4, 45-54 years of age were 5 and above were 2.
Table 2: Respondent’s age
Age group Number Percentage
≤ 17 6 3
18-24 141 65
25-34 54 25
35-44 4 1
45-54 5 2
≥ 55 6 3
Total 216 100
]
Results demonstrates that most of the youth are using social media as the age group
of respondents who were between 18-25 years made the majority of the users of social
media.
The issue of sex was taken into consideration during the selection of respondents;
the results found that the number of men who were using social media was low compared
to the number of men. Out of 216 respondents, the percentage of women was 64 while
the percentage of men was 36.

27
Table 3: Respondent’s gender:
Gender Frequency(N=225) Percentage
Male 138 64
Female 78 36
Total 216 100

Results demonstrate that despite the population of Tanzania to have the more female
than male when it comes to the uses of social media the researcher found that most of the
users of social media are men.

4.2 The most used social Media


Out of 216 respondents, 165 are using more than one social media while 51 are
using only one social media.Social media with the most number of users are Facebook
with 170 users, WhatsApp with 150 users, Instagram 93 users, Twitter with 71 users and
Jamii forums with 54 users.
Table 4: Users of social media
Social Media Number of users Percentage
Facebook 170 79%
WhatsApp 150 69%
Twitter 71 33%
Instagram 93 43%
JamiiForums 54 25%

4.3 Experience of using social media

A researcher wanted to know the experience which users of social media have in
terms of time.It was revealed that out of 216 respondents 34 percent have been using
social media for more than 3 years while 32 percent have been using social media
between 1 to 3 years. And others 21 percent have been using social media between 6 to
12 months and the remaining 12 percent have been using social media for less than 6
months. Two respondents did not answer this question. Therefore most of the
respondents have enough experience in using social media.

28
Table 5: Period of using social media
PERIOD FREQUENCY PERCENTAGE
Less than 6 months 26 12.1
6 to 12 months 46 21.5
1 to 3 years 69 32.2
More than 3 years 73 34.1
Total 214 100
Figure 5: Period of using social Media

4.4 Operating system preferred by users of social media

As most of the users are using mobile phones when browse social networking sites a
researcher wanted to know the operating system which most of the users prefer when
visiting these sites.71 percent said they are using android operating system,10 percent
said they are using Symbian operating system and 5.7 percent said they are using I OS
which is for I phone, and 3.8 said they are using Blackberry operating system. It was
found that many users prefer Android as mobile phones market is dominated by phones
which have Android operating system and Android operating system it has more
applications as well as it gives freedom people to share files between users such as video
and audio files. Four people did not respond to that question.
Table 6: Operating system preferred by most of the users of social media
Operating system Frequency Percentage
Android 152 71.7
Symbian 21 9.9
I OS (Iphone) 12 5.7
Blackberry 8 3.8
Other operating systems 19 9.0
Total 212 100

29
Figure 6: Operating system preferred by most of the users of social media

4.5 The extent of business organizations in sharing information


with their customers

4.5.1 The ability of advertisements on social media in influencing people to buy


products and services.

Out of 216 people who asked if they have been influenced by adverts on different
social media to buy products or services such as perfume, clothes, hotel, salon and barber
shop services 84 respondents disagree with this while 77 agreed by saying sometimes but
not all the times. 18 people said social media advertisements have been influencing them
to buy products and services.Therefore findings show that social media advertisements
have enough influence to customers/users of products and services.

30
Figure 7: The ability of advertisements on social media in influencing people to buy
products and services.

4.5.2 The uses of social media in seeking information about new products and
services.

Most of the users of social media said that they are using social media for the
purpose of searching information about new products and services such as music, movies
and fashion.Out of 216 respondents only 17 respondents said they have never search
information about new products or services. While 199 respondents agreed that most of
the time they have been searching information about new products and services. Also
respondents said always when they wants to get information about new products or
services social media is their choice as they can review other user‟s comments. Therefore
the data showed that many users of social media are not using social media as a part of
creating and strengthening relationship but also as part of seeking knowledge about
different products.

31
Table 7: Uses of social media in seeking information about new products/services
Rate Frequency(N=216 Percentage
Never 17 7.9
They have been seeking 199 92.1
information
Total 216 100
Source: Field data (February, 2015).

4.5.3 Social Media as a place for a person to get information about any
product.

Most of the users of social media agreed that for any products whether it‟s new or
old, social media are best places for people to get information which they need about a
particular product. 92% said they have been using social media for searching information
about different products which they need. Only 8% said they have never search
information about the product they need on social media.

Figure 8: Information about any product

32
4.5.4 Competition and advertisement of similar products can bring confusion to
people about the quality.

Out of 211 respondents who accepted to answer the question if „competition and
advertisement of similar products is bringing confusion to them concern with the quality‟,
76 said no, while 135 respondents said this has been confusing them especially when it
comes to electronic products. Therefore a researcher found that sometimes customers
when they want to buy a certain products they get confusion in terms of quality due to the
competition and advertisement on social media, as well as feedbacks from people.

33
Figure 9: Confusion about the quality

4.5.5 Language is a major barrier to many users of social media

Out of 216 respondents who asked on whether the language is a major barrier to
them 155 respondents said yes while 61 denied language to be a major barrier to them.
Some of the respondents said when businesses organisations are promoting their products
and services some of the companies are not using proper Swahili language which is
spoken by majority of Tanzanians.

34
Figure 10: Language as a major barrier

4.5.6 Social media is cost full (in terms of money and time) to users

Most of the respondents said uses of social media is cost full to many users in terms
of time and money as internet services in Tanzania are very high compared to other
countries. As well as it needs adequate time for users to identify best products and
services.120 out of 214 respondents agreed with this fact while 72 respondents did not
agree with this fact. 23 respondents were not sure with their answers.

35
Figure 11: Social media is cost full to users

4.6 Potential benefits users of social media are getting in Tanzania

4.6.1 Determination of better and poor product.

Out of 216 respondents 215 they answered this question whereby, 118 respondents
said social media has been helping them to determine between better and poor products.
And 53 respondents they were not sure about the answer while 44 people disagreed with
this kind of benefit.

4.6.2 Identification of company’s products and potentials.

178 respondents agreed with the power of social media in identifying company‟s
products and potentials. As only10 respondents did not agree with this kind of power of
social media. While 27 respondents they were not sure whether to accept or to deny.

36
4.6.3 Social media is the best way to bring customers and sellers together.

186 respondents out of 212 who agreed to answer the questions on whether „„social
media is the best way to bring two sides together?‟‟ said it is true that social media has
such a power of bringing two sides together. And only 12 respondents did not agree with
that fact, while the remaining 12 respondents were not sure.

4.6.4 To use social media is easy compared to visit websites and other blogs

162 respondents who asked whether „„the uses of social media is easy compared to
websites and other blogs?‟‟ Said it true that to use social media is easy as most of the
people prefer to visit social media through their mobile phones while it is difficult
sometimes to visit other websites and blogs as they need devices with „large screen‟ such
as laptops and tablets.While only 16 they said it is not true that social media uses are not
difficulty like using/browsing other websites and blogs. 35 respondents were not sure
with their answer.

4.7 Challenges which users of social media are facing in Tanzania.

4.7.1 Language used by most of the companies/sellers is a challenge to


customers

138 respondents who asked as whether the language which is used by most of
business companies or sellers is a challenge to them said yes, while 45 respondents said
no and other 32 respondents were not sure. Most of the respondents said many
international companies failed to communicate with their customers effectively due to the
facts that some of the companies are using languages which are not spoken by social
media users. Example, for foreigners who are living in Tanzania and they can‟t speak
proper English or Swahili are failed to get the message which these companies are trying
to deliver to them.

4.7.2 Identification of best products through major used social media such as
Twitter and Facebook needs a person to have a substantial experience.

163 respondents agreed with the fact that identification of best products through
major used social media needs a person to have adequate experience on uses of social

37
media as well as that particular product. 21 respondents did not agree with this fact, while
others 29 were not sure.

4.7.3 Possibility of misinterpretations among customers or users of product is


present when using social media

105 respondents they agreed that „possibility of misinterpretations among customers


or users of products is present when using social media due to the fact that face to face
communication is advantageous when compared to online communication. 57
respondents said misinterpretations is not possible as both customer and seller
communicate as well as a customer has an ability to interact with other fellow
users/customers for the purpose of getting feedbacks. 51 respondents were not sure about
the true answer to give to the researcher.

4.7.4 Social media is unreliable as a person may not give the score that truly
represents his personality.

182 respondents agreed with the fact that through social media a person may hide
his/her true behaviour as he/she can give negative opinions about a certain product while
he/she has never use that products. Other things is some of the sellers have been doing
some campaigns for cooking up number of fake followers or likes on major social media
such as Facebook, twitter and Instagram. 17 respondents denied about such a fact, while
others 16 were not sure.

4.8 Impact of using social media in influencing consumer


behaviour

4.8.1 Most of the products which are advertised on social media fits both male
and female gender.

134 respondents agreed with the fact that products which are advertised on social
media fit both female and male due to the fact that social media uses does not base on a
single gender only but both male and female. 51 respondents did not agree with this fact
due to the reasons that most of the products which are advertised are for female as

38
women customers are taken by sellers as easy to be influenced to buy any products as
compared to men. 30 respondents were not sure with their answers.

4.8.2 Most of the products which are advertised on social media fit adult people
(18 years) only.

105 respondents said that most of the products which are advertised on social media
doesn‟t fit for people under 18 years due to the reasons that people who are under 18
years does not have ability to get their own income which results to have a small
purchasing power. Therefore most of the companies are promoting their products to adult
people because of having higher purchasing power. 78 respondents did not agree with
this scenario while 29 they were not sure with their answers.

4.8.3 Among all social media in Tanzania, Facebook is the best for getting
information about products and services.

108 respondents agreed that Facebook is the best social media among all in
Tanzania in getting information about any product or services as most of the companies
prefer to use Facebook in promoting their products and services. 77 respondents did not
agree as they claim to be using other social media except Facebook and they said they are
the best to them. 28 respondents were not sure with their answers due to the reasons of
having little experience on using social media.

39
Figure 12: Facebook is the best social media in Tanzania for getting information
about products and services

4.8.4 Among all devices which are used in browsing social media, mobile phone
is the best device.

103 respondents agreed with the fact that to browse social media by using mobile
phone is more convenient than other devices such as laptop, desktop and tablets. On the
mobile phone the user of social media needs to download social network application only
and he can use it anytime and anywhere as long as there is internet connectivity. 80
respondents were not agree with this fact due to the reasons that some of the places in
Tanzania especially rural areas internet connectivity is still poor compared to urban areas.

4.9 Social media advertisement versus African culture

160 respondents out of 216 respondents said some of the companies which are
promoting their products and services in Tanzania by using marketing strategies which
are different to our cultural values. We find that some of the companies which are
promoting their products on Instagram are using photos which shows women who are
half naked (this is against Tanzanians culture). Or some of the videos which are uploaded
on YouTube are using abusive language.
40
4.10 Products and services everybody he/she likes to see them on
social media

103 respondents said they likes to get information about new products such as
electronic devices, cars and car‟s accessories, medicines. Other 75 respondents said they
likes to get information about education institutions, such as colleges and universities,
books, etc. The remaining 38 said they are not limited to kind of information which they
can get from Social media.

Figure 13: Products and services preferred by users of social media

4.11 People are not getting adequate information about businesses’


products and services.

Respondents said are not getting adequate information on social media concerning
different products and services as 163 respondents said information which sellers are
providing on social media are positive only which its purpose is to attract people to buy
instead of giving them some information about effects of such products. E.g. Cigarettes
and alcohol companies are not providing adequate information to the users of their

41
products about negative effects. Also respondents said internet connectivity in some
places in Tanzania is not good especially in rural areas. Last complain from respondents
it was costs of internet services are still very high in Tanzania. 37 respondents said that
they are getting adequate information on social media while others 16 were not sure with
their answers.

Figure 14: Respondents opinion about information which are getting from social
media

4.12 Safety to social media users


93 respondents said social media are safe as a person can get information about the
products which he/she needs at any time. Others 77 respondents said they do not trust
this social media as they think some of their information can be taken by some security
agencies of different countries. Many respondents said they think they are safe because
they can‟t reveal every information about them on social media. While others who think
are not safe they complain about some of social media such as Facebook to push its users
to put their true profiles such as „School/college attended‟, „Work place‟, etc

42
4.13 Cost of social Media devices

167 respondents said cost of devices such as mobile phones, tablets, and laptops are
very high due to the taxes which are paid for importing such devices. The only devices
which the government does not impose taxes are laptops and desktop. 33 respondents
said devices are sold at reasonable prices, while others 16 were not sure about the prices
of devices as well as tax.

43
5. CONCLUSION AND RECOMMENDATIONS

This Chapter presents the conclusion and recommendations resulting from the
findings of the study. It is organized into three sections. The first section presents
summary of the study findings in accordance with the objectives. The second section
presents the conclusions from the study and the last section presents the
recommendations resulting from the findings of the study, the subsections are presented
below.

5.1 Summary of the findings

This section contains summary of the findings in accordance with the objectives of
the study.
The first objective was to determine the usage of social media in Tanzania where by
a researcher found that people who are between the age of 18 years to 24 are the most
users of social media as well as when it comes to the issue of gender, men are the ones
who are using social media than women. Facebook is the most used social media in
Tanzania and it followed by other social media such as WhatsApp, Instagram,
Jamiiforums and Twitter. It was found that many users are using more than one social
network. The only local social network which has many users is „JamiiForums‟. A
researcher found that many users have an experience of using social media for more than
three years and most of the users prefer mobile phones which are using Android
operating system.
The second objective was to explore the uses of social media between business
organisations and their customers. A researcher found that advertisements on social
media have enough influence to people this might be because the large number of users
of social media are people between 18-24 years, even if this age group have low
purchasing power. But still they are the ones who are addicted in buying domestic
products especially fashionable products such as clothes, games devices, mobile phones,
etc. A researcher wanted to know how customers are using social media in seeking

44
information about new products. The results show that most of the people find it easier to
seek information about any product which they need on social media than in any other
media. Also users of social media agreed with the fact that through social media it is
easier to get information about any product or to know company reputation.
Third objective was to identify challenges which are facing users of social media.
Among the findings it was discovered that most of the users of social media are getting
confusion when there is huge competition between two rival products or companies when
it comes to the issue of identifying quality. Also language was discovered as a major
barrier to users of social media.
Fourth objective was to identify benefits of social media users of social media are
getting. Most of the respondents said among the advantages of social media are;
identification of better and poor products, company‟s potentials, it can easily bring
customers and sellers together. Also to use social media is easy compared to use other
websites and blogs.

5.2 Conclusion

From the findings it can be concluded that there is a rapid growth of usage of social
media in Tanzania among the users it includes normal individuals as well as
entrepreneurs. And the Impact of this rapid growth it can be taken as an opportunity for
both the business organizations as well as customers. Business organisations can use
social media not only for the purpose of communicating with their customers but for
promoting their products as well as well as conducting marketing research to find how
and where people perceive their products inside Tanzania and outside of Tanzania.
However there are challenges such as limited internet connectivity, high costs of using
internet as well as high cost of buying internet devices such as router, smart phones and
laptops.

5.3 Recommendations

With regards to findings and recommendations the following have been


recommended;

45
-Government of Tanzania needs to have National ICT Policy which can work in a
current environments, the current ICT policy which was enacted in 2003 seems to be
outdated as now there is a rapid changes in terms of the infrastructures and hardware
which are used in telecommunication sector. Also another reason is an increase of the
number of ICT users, which now is higher compared with 2003.
-Government needs to ensure the strong supply of electricity in both urban areas and
rural areas. It needs also to ensure there is reduction of internet costs in Tanzania as well
as construction of communication infrastructures goes hand in hand with the reduction of
taxes which are charged for the importation of devices which supports internet.
-Government needs to ensure there is protection of interest of consumers as to
intervene with the internet services providers by insuring there is a protection of interest
of consumers depending with their age, gender and culture. As entrepreneurs who are
doing social media marketing needs to respect their followers.
- Government need to take a step by reducing import duties for electronic devices
such as mobile phones, computer devices, routers and other accessories for internet. This
will enable people who have small income to be motivated to use ICT as means of
communication.
-There is a need for the government to ensure students since they are at lower lever
(primary education) are getting ICT knowledge. This will build them to be good users of
ICT in future years.
-There is also a need for business organization to start investing their time and
money in social media. This will help them to reduce promotion costs as well as to create
strong relationship with their customers. Business organizations need to ensure they build
technical competency to their marketing staffs for effective utilization of social media.

46
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APPENDIX

Questionnaire:
Dear respondent,
My name is Noel Ernest and I am undertaking a Master degree in Business
Administration (Marketing) of the Central China Normal University. I am carrying out a
study to find out the role of social media in influencing marketing behaviour in Tanzania.
I am interested in understanding the role of social media in influencing marketing
behaviour in Tanzania. I do not plan to talk to all residents in this City, but have selected
several to ask to represent views of all residents in this area. You are one of those
selected to give your views, if you are willing, for my research. The answers we get from
you and several others will be analysed to get the general residents‟ knowledge,
perception and opinions concerning the use of social media and its influence on your
buying behaviour. I would also like to explore your perceived advantages and challenges
related to the role of social media in marketing behaviours. This survey will take
approximately one hour to complete.
Through your participation, the study will be able to make possible
recommendations that will highlight the functions of social media in marketing and the
guidelines for its appropriate utilization.
If you choose not to participate in this study, that is fine too. If you participate, you
are free to skip any questions you do not wish to answer or to stop at any time. You may
ask me any questions you have at any time. Please answer the questions as honestly as
possible.

50
Do you wish to participate?

Yes No

City……………………………
Age…………………………. Sex ……………………………
Occupation……………………………………………………..

51
Part I: Please put a tick in the box of appropriate answer
1. Which social media are you using?
a. Facebook ( )
b. Whatsapp ( )
c. Twitter ( )
d. Instagram ( )
e. Jamiiforums ( )
f. Other (please list them) ………………………………………

2. For how long have you been using social media?


a. Less than 6 months ( )
b. 6-12 months ( )
c. 1-3 years ( )
d. Over 3 years ( )

3. Who/what influenced you to start using social media


a. Friends ( )
b. Advertisements on TV and Radio ( )
c. Teacher ( )
d. Co-worker/Colleagues ( )
e. Relatives ( )
f. Parents ( )
g. Others ( )

4. How many types of social media do you visit/browse each week (7 days)?
a. Facebook ( )
b. WhatsApp ( )
c. Instagram ( )
d. Twitter ( )
e. Jamiiforums ( )

52
f. Others (Please list
them)…………………………………………….

5. Which kind of devices are you using when visiting/browsing social


media?
a. Mobile phone ( )
b. Tablet ( )
c. Computer ( )
d. Others ( )

6. Which operating system is your mobile phone has?


a. Android (Samsung ,LG, Huawei, Tecno, etc )
b. IOS (I phone)
c. Symbian ( Nokia)
d. Blackberry
e. Others
f.
Part II: Usability and Reliability of social media
Please read each statement carefully and indicate by circling statement which best
describes benefits you are getting on Social media
1. Have you ever been influenced to buy a product or services (e. g mobile
phone, car, Television set, Perfume, clothes, hotel, Hair dressing salon, Barber
shop, etc.) after seeing its advertisement on a social media?
Never Sometimes Often Almost Always
1 2 3 4

2. How often do you typically seek information about new music, movies,
fashion, sports, etc on social media?
Never Sometimes Often Almost Always

53
1 2 3 4

3. Do you think social media is the best place for a person to get information
about a product which he/she needs?
Never Sometimes Often Almost Always
1 2 3 4

4. Does the competition and advertisements of the products of the same


characteristics/features brings confusion to you about quality?
Never Sometimes Often Almost Always
1 2 3 4

5. Do you think language is a major barrier to many users of social media?


Never Sometimes Often Almost Always
1 2 3 4

Part III: Pros and Cons of Social media


Please rate the following by ticking below the statement which is the best for you.
1. Social media helps in determining whether the product is better or poor
Agree strongly Agree Neither agree Disagree Disagree
nor Disagree strongly

The use of social media is advantageous as it can easily help in identifying


the company‟s products and potentials
Agree strongly Agree Neither agree Disagree Disagree
nor Disagree strongly

54
2. To identify best products/services on social media like Facebook or
twitter needs a person to have substantial experience.
Agree strongly Agree Neither agree Disagree Disagree
nor Disagree strongly

3. Language used by most of the companies/sellers is a major challenge to


many customers.
Agree strongly Agree Neither agree Disagree Disagree
nor Disagree strongly

4. It doesn‟t cost me much (Prob. Money and time) to use social media.
Agree strongly Agree Neither agree Disagree Disagree
or Disagree strongly

5. Social media is the best way to bring two sides (Customer and Seller)
together.
Agree strongly Agree Neither agree Disagree Disagree
Nor Disagree strongly

6. To use social media is easy compared to visit websites and blogs.


Agree strongly Agree Neither agree Disagree Disagree
Nor Disagree strongly

55
7. The possibility of misinterpretations among customers or users of products
is ever-present when using social media
Agree strongly Agree Neither agree Disagree Disagree
Nor Disagree strongly

8. Social media is unreliable as a person may not give the score that truly
represents his personality
Agree strongly Agree Neither agree Disagree Disagree
Nor Disagree strongly

9. Most of the products which are advertised on social media fits both male
and female
Agree strongly Agree Neither agree Disagree Disagree
Nor Disagree strongly

10. Most of the products which are advertised on social media fit adult
people (above 18 years) only.
Agree strongly Agree Neither agree Disagree Disagree
Nor Disagree strongly

11. Among all social media in Tanzania, I think Facebook is the best in
getting information about products or services.
Agree strongly Agree Neither agree Disagree Disagree
Nor Disagree strongly

56
12. Among all devices which are used in browsing social media,
mobile phone is the best
Agree strongly Agree Neither agree Disagree Disagree
Nor Disagree strongly

Part IV: Please give your recommendations

1. What do you think about the language used by advertisers on social


media?
……………………………………………………………………………
…………………………………………………………………………………
…………………………………………………………………………………
……………………

2. Do you think contents of some of advertisements are against our


culture as Tanzanians? If answer is yes, please explain.
……………………………………………………………………………
…………………………………………………………………………………
…………………………………………………………………………………
……………………

3. What kind of products do you prefer mostly to get its information


on social media?
……………………………………………………………………………
…………………………………………………………………………………
…………………………………………………………………………………
……………………

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4. Do you get enough information about the products you wish to buy
on social media?
……………………………………………………………………………
…………………………………………………………………………………
…………………………………………………………………………………
……………………

5. Do you think social media are safe place for someone to get the
information about the products and services he/she needs? Why?
……………………………………………………………………………
…………………………………………………………………………………
…………………………………………………………………………………
……………………
6. What do you think about the cost of buying devices such as tablets,
laptops and smart phones in Tanzania?
……………………………………………………………………………
……………………………………………………………………………....

7. What do you think about the costs of internet in Tanzania, is it


expensive?
………………………………………………………………………………
……………………………………………………………………………………
……………………………………………………………………………………
……………

8. Comparing social media and other industrial media such as TV and


Radio, where do you think you can enough information about the product or
service? And Why?
………………………………………………………………………………
……………………………………………………………………………………

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