Digital platforms and effectiveness of marketing communication in the telecom industry in tanzania: Evidence from Vodacom company
| dc.contributor.author | Mbura, Omari K. | |
| dc.contributor.author | Kessy, Severine S. | |
| dc.date.accessioned | 2022-05-23T14:01:29Z | |
| dc.date.available | 2022-05-23T14:01:29Z | |
| dc.date.issued | 2019 | |
| dc.description.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. | en_US |
| dc.identifier.issn | 2591 - 6750 | |
| dc.identifier.uri | http://hdl.handle.net/20.500.11810/5860 | |
| dc.publisher | University of Dar es Salaam Business School | en_US |
| dc.subject | Digital platforms | en_US |
| dc.subject | Marketing communication | en_US |
| dc.subject | Telecom industry | en_US |
| dc.title | Digital platforms and effectiveness of marketing communication in the telecom industry in tanzania: Evidence from Vodacom company | en_US |
| dc.type | Conference Proceedings | en_US |