Usefulness of Social Media Platforms in Marketing Domestic Appliances in Mbeya City, Tanzania

Abstract

This study dealt with usefulness of social media platforms in marketing domestic appliances in Mbeya City, Tanzania. The study used the descriptive research design. The study took place at the Mwanjelwa market in Mbeya City. The researchers chose the market because it is the heart of business activities more than other markets in the City. The study utilized a questionnaire that gathered background information about the business dealers, including age, gender, marital status and education level. Additionally, the questionnaires included items addressing trends in the usefulness of social media for marketing among domestic appliances. Data analysis took place through descriptive statistics in terms of frequencies and percentages. Based on the findings, the study concluded that Facebook, Instagram and WhatsApp provided a robust platform for advertisement in the business endeavors. Each of the three social media platforms had its peculiar feature that supported the business sustainability uniquely. Therefore, the study recommended business people to integrate various social media platforms to increase their business sustainability by attracting and maintaining customers.