Impact of Digital Marketing Strategies on Performance of Telecommunication Companies in Tanzania

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Aron Msonga
Omary Swallehe

Abstract

The paper assessed the impact of digital marketing strategies on performance of telecommunication companies. The study was guided by three predictors tested on telecommunication companies’ marketing performance as the dependent variable. The predictors include pay per click marketing, e-mail marketing and social media marketing. Explanatory design was used since causal relationship testing was conducted based on the relationship testing between study variables. The information were gathered from Tanzania Telecommunication Corporation (TTCL) through the employees and customers from the sample of 80 respondents using structured questionnaire. The collected facts from the field were computed in SPSS data sheet version 24.0 to generate statistical measurements to describe the results. Findings indicated that all three predicting variables tested on the dependent variable including pay per click marketing, e-mail marketing and social media marketing were generated positive with significant effect statically on the marketing performance of telecommunication companies. The implication of the results is that performance of telecommunication companies through digital marketing is influenced using pay per click marketing, e-mail marketing and social media.

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