A Dissertation Submitted in Partial/Fulfillment of the Requirements for Award
of the Degree of Master’s Degree in Business Administration in Corporate
Management (MBA-CM) of Mzumbe University
The study was conducted at Kinondoni district and the title "An assessment of social
media as a marketing tool for the growth of small and medium enterprises". The
general objectives were assessing effectiveness of social media as a marketing tool
for the growth of small and medium enterprises. Specifically, objectives are to
assess the extent to which Instagram contribute to the growth of small and medium
enterprises, to assess YouTube contribute to growth of SMEs, to determine
whatsApp contribution on growth of small and medium enterprises and to assess the
contribution of Facebook to growth of SMEs.
The researcher used quantitative research design for collecting data and used
purposive or judgemental sampling techniques to obtain a number of a representative
from the population which is 204 respondent from the study.
The data collected through questionnaire and documentary reviews and were
analysed and data was processed by statistical package for social science (SPSS) and
also the data was analysed, interpreted and presented in form of tables and graphs.
The report found out that social media facilitate growing and most of entrepreneurs
have got the access on internet which facilitates the promotion of the product also
social media network reduces the cost of advertising budget. The study
recommended that since social media were introduced there need to educate the
people about the social media and how will benefit them into their business growth
and the government should enact laws which will favour the SMEs on social media
and prohibit the hacker people who hack social pages and blogs of entrepreneurs