The Influence of Social Media Marketing on Business Performance: An Empirical Investigation of the Supermarket Industry in Tanzania

Abstract

This study aimed at examining the influence of social media marketing on the
performance of businesses, with a specific focus on supermarkets in Dar es
Salaam. The research employed an explanatory research design and a sample of
200 respondents was selected through purposive sampling. Data analysis was
conducted using multiple regression analysis with the aid of Statistical Package
for Social Sciences (SPSS). The findings revealed that social media performance,
analytics and an active presence have a positive and significant influence on the
business performance of supermarkets in Dar es Salaam. The study concluded
that social media marketing contributes significantly to enhancing the overall
business performance of supermarkets. This underscores the pivotal role of
social media marketing in driving the success of supermarkets in Dar es Salaam
region. It is recommended that, first, future research can use objective data on
financial performance metrics. Second, future studies might consider other
industries in which the link between social media marketing and business
performance can be of interest for example airlines and tourism industries.