Social Media Marketing, Brand Equity and Perceived Customer Retention among Telecommunication Operators in Uganda.
| dc.contributor.author | Alinda Linda | |
| dc.date.accessioned | 2026-05-14T18:21:58Z | |
| dc.date.available | 2026-05-14T18:21:58Z | |
| dc.date.issued | 2025-06-25 | |
| dc.description | This is a master's thesis. | |
| dc.description.abstract | Uganda's telecommunications industry has rapidly expanded, with numerous operators providing Mobile, fixed-line, and internet services. However, intense competition poses challenges in Customer retention. Telecom companies are increasingly leveraging social media marketing to enhance brand awareness and competitiveness, as it offers real-time customer engagement and Personalized communication. This study explored the relationship between social media Marketing, brand equity, and customer retention among telecommunication operators in Uganda. Cross-sectional design with a quantitative approach, targeting 150 top management staff from 30 Licensed telecom companies. The correlation results revealed a significant positive association between social media marketing and customer retention (r=0.552, p<0.01). Brand equity is also significantly positively associated with customer retention (r=0.523, p<0.01). Multiple regression Analysis indicated that social media marketing and brand equity together positively influenced Customer retention (β = 0.404, p < 0.01) and 35.5% (β = 0.355, p < 0.01), with their combined Effect being more substantial (β = 0.639, p<0.01). The study recommends that Ugandan telecom Operators invest in effective social media marketing strategies to foster stronger customer Relationships. Telecom companies should create interactive, personalized content and initiatives to enhance brand loyalty and image, strengthening emotional connections and ensuring positive Perceptions. A holistic approach aligning social media activities with brand values and ensuring a cohesive brand identity across all customer touch points will maximize customer retention. The Small sample size may limit generalization of the study findings, and a larger, more diverse Sample of telecom operators beyond Uganda would provide broader insights. | |
| dc.description.sponsorship | Assoc. Prof Charles OMAGOR, PhD (Makerere University Business School) & Mr. Chris MUHANGO (Makerere University Business School) | |
| dc.identifier.citation | Alinda, L. (2025). Social Media Marketing, Brand Equity and Perceived Customer Retention among Telecommunication Operators in Uganda. Makerere University Business School. | |
| dc.identifier.uri | http://hdl.handle.net/20.500.12282/5504 | |
| dc.language.iso | en | |
| dc.publisher | Makerere University Business School | |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | en |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | |
| dc.title | Social Media Marketing, Brand Equity and Perceived Customer Retention among Telecommunication Operators in Uganda. | |
| dc.type | Thesis |