Abstract
The study focuses on examining factors which influence the selection of promotion strategies on Facebook among small and medium-size enterprises (SMEs) in Tanzania. The paper asses the influence of promotion objective, content and Facebook user on the selection of promotion strategies on Facebook. Also, it examines the influence of promotion strategies on Facebook. Since many past studies focus on consumer perspective, this study based on SMEs perspective which makes it the only one in Tanzania context as per researcher’s knowledge. The primary data of the study were collected through self-monitored questionnaire from 259 respondents among 24 SMEs in urban Tanzania mainland. The secondary data were obtained from literature such as journals, books and websites. Interview and observation were used to enrich data collection. The study data were analyzed using SPSS software version 22 and SmartPLS 3.0. The structure equation modeling (SEM) used to find the relationships between the study constructs. The study results show that content, Facebook users, and promotion objectives have high positive significant influence on promotion strategies while content shows high significant positive influence on Facebook users. Moreover, promotion strategies found to have high positive significant influence on the selection of Facebook as a social network to carry out product promotion campaign. All study hypotheses supported. The study recommends proper selection of promotion strategies by considering the determinants factors discussed in the study for successful product promotion on Facebook. Also future research direction was recommended. Keywords: Content, promotion objectives, promotion strategies, Facebook users, Facebook DOI : 10.7176/EJBM/11-30-03 Publication date :October 31 st 2019
Highlights
IntroductionThe emergence and mushrooming of social media brought new marketing opportunities and revolutionize the way marketing is done (Mangold & Faulds, 2010)
The emergence and mushrooming of social media brought new marketing opportunities and revolutionize the way marketing is done (Mangold & Faulds, 2010). Social networking such as Facebook is a form of social media (Basher, et al 2012) which give opportunities to its users to construct their profile within bounded system share with one another, traverse their list of connections and those made by other users (Bays & Ellison, 2017)
There is no missing data found in the descriptive analysis performed as it shows N=259 for all items in the questionnaire
Summary
The emergence and mushrooming of social media brought new marketing opportunities and revolutionize the way marketing is done (Mangold & Faulds, 2010). Social networking such as Facebook is a form of social media (Basher, et al 2012) which give opportunities to its users to construct their profile within bounded system share with one another, traverse their list of connections and those made by other users (Bays & Ellison, 2017). Choosing the best promotion strategy is a great challenge to many SMEs many marketing managers lacks the knowledge of strategies to apply on social media and missing many opportunities (Cox, 2012). Research on social media promotion strategy is a field of interest which grow rapidly but lacks effective framework to analyze and compare social media promotion strategies (Effing & Spil, 2016)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
