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.