| dc.description |
The main study objective toevaluate the effectiveness of social media in product
marketing in Tanzania particularly at Mkombozi Commercial Bank. The specific
research objectives were to identify social media tools and reasons for their use by
clients in information sharing, to examine the impact of social media platforms in
customers relationship, to determine the effectiveness of social media platforms in
introducing new products in the market and to evaluate the strategies used in
marketing by business companies through online media.
Furthermore, the study involved 80 respondents. The researchused both primary and
secondary of data collection. Questionnaires and groupdiscussion were the means of
collecting datarelevant to the study.In this research, questionnaires were used to get
information from Mkombozi Commercial Bank staff and customers. With regard to
an interview, the interview was administered to collectdata from the Mkombozi
Commercial Bank top officials. Documentation and review of different kinds of
literature served the purposes of the secondary means of data collection.
Results from the researchdiscovered that in attendanceseveralsocial media platforms
mostly used at Mkombozi Commercial bank. The most used social media platforms
include Facebook followed by Twitter, Instagram, YouTube, Google, and Blog. The
main reason advanced in place of the use of the mentioned social media platforms
was that the social media platforms are most effective in the marketing of various
goods and services of the banks.Furthermore, the study revealed that there is
significant relationship among social media platforms and customer relationship
management. For this reason, social media platforms impact customer relationship
management at Mkombozi Commercial Bank. The impact can be evidenced through
communication with clients, facilitates decision making, Sharing of the idea, CRM
as well as product/service recognition.Moreover, the study found that social media
platforms play a greater role in introducing new products in the market. This was
evidenced through the identification of a company, client relationship, client
awareness, and feedback on customers.
Finally, the study observed that there are various strategies used in marketing by
business companies through online media platforms. These include a promotion,
advertising, online setting as well as customer loyalty programs. |
|