Digital platforms and effectiveness of marketing communication in the telecom industry in tanzania: Evidence from Vodacom company
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Date
2019
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Publisher
University of Dar es Salaam Business School
Abstract
Internet marketing uses a powerful tool called social media, which provides new opportunities for
users to engage in social networking through the Internet. This paper examines the role of digital
platforms on the effectiveness of marketing communication in Telecommunication Industry in
Tanzania. It specifically ascertains the extent to which peoples’ awareness; attitude and skills towards
digital platforms influence the effectiveness of marketing communication. The study was conducted
in the Tanzania largest city of Dar es Salaam using Vodacom as a study ground. Self-administered
questionnaires were distributed to 390 respondents and response rate was (365)93.6%). Data were
quantitatively analyzed using multiple regression analysis. The findings of the study revealed that,
all the three independent variables were found to have positive influence on the effectiveness of
marketing communication with coefficient of less than 1 %. Nevertheless, only two variables namely
the users’ attitude and skills were strong predictors of effectiveness of marketing communication.
The level of customers’ awareness on digital platforms had positive but insignificant influence on
the effectiveness of marketing communication. From these findings it is recommended that, the
organization’s management has to take the best side in capitalizing on peoples’ skills and attitude, as
failure to do so may lead to failure in realizing the desired outcome of marketing efforts hence incur
irrecoverable monetary cost to the organization.
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Keywords
Digital platforms, Marketing communication, Telecom industry