A Dissertation Submitted in Partial Fulfillment of the Requirements for Award of the Degree of Master of Business Administration in Corporate Management (MBA-CM) of Mzumbe University
The main objective of this study was to examine the effectiveness of social media platforms in promoting sales of residential properties at National Housing Corporation (NHC). Specifically, the study aimed to find out the extent to which NHC use social media platforms and what kinds of social media platforms dominantly; to examine the level of awareness to the public that has been created by the use of social media platforms in promoting the sales of residential properties by NHC, and to determine how effective are the social media in generating sales.
The study used quantitative data and qualitative data, both collected through a questionnaire. The questionnaires were administered to both NHC clients and staff, totaling 100. The study used a random sampling strategy to select NHC clients and purposive sampling strategy to select NHC staff. The study used descriptive statistical analysis to analyze quantitative, and content analysis for qualitative data. A simple regression was applied to determine the relationships between social media use and sales generation for the purpose of determining how effective social media platforms are.
The findings revealed that the extent of use of social media is high, whereby about 90% of respondents indicated that they use social medial platforms for making enquiries on residential properties. The dominant social media platforms were Facebook and Instagram. More than 50% of the respondents indicated to use these platforms more often as compared to twitter and linkedIn. As regard the effectiveness of social media, the study found a positive association between social media use and sales generated. This seem to support the hypothesis of the study the use of social media platforms has a significant influence in promoting the sales of residential properties at NHC. The findings imply that in designing sales promotion strategies, social media platform should be given a reasonable weight. Based on the findings, the study recommends that NHC allocate a team of staff dedicated for social media and other online activities in order to provide timely support to clients.