Social Media Marketing and Perceived Market Performance of the Telecommunications Industry in Uganda.
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Date
2023
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Abstract
The main objective of the study was to understand how social media marketing and percieved marketing performance are related. The study was guided by four objectives; to examine the relationship between social media marketing and perceived marketing performance, to assess the relationship between interaction and perceived market performance, to establish the relationship between trendiness and perceived market performance, and to identify the relationship between promotion and perceived market performance in the telecommunication industry in Uganda. A quantitative cross sectional research design was used for this study. The study‟s unit of analysis was MTN Uganda, and the unit of inquiry was employees of MTN Uganda.
In this study, 181 respondents were determined from a population of 380 based on the model by (Krejcie & Morgan, 1970). Findings from correlation analysis indicated that interaction had a significant positive relationship with perceived market performance (r=0.707 and P-value<0.01), trendiness had a positive significant relationship with perceived market performance (r=0.680 and P-value<0.01) and promotion also had a positive relationship with perceived market performance (P-Value<0.01 and r=0.708). Furthermore, the findings indicated that there is a significant positive relationship between social media marketing and perceived market performance (r=0.784 and P-value<0.01).
The regression model revealed that a unit increase in interaction corresponds to a 0.484 unit increase in perceived market performance (Beta=0.484, P<.001), a unit increase in trendiness is associated with a 0.172 unit increase in perceived market performance (Beta=0.172, P<.01). Similarly, a unit increase in promotion is associated with a 0.248 unit increase in perceived market performance (Beta=0.248, P<.001). Furthermore, the research study results indicated that interaction better explains perceived market performance with Beta=0.484 than trendiness which has Beta=0.172 and promotion with Beta=0.248 and that there was no multicollinearity among the independent variables since all the values are of Variance Inflation Factor (VIF) that was less than 10.
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A Dissertation Submitted to Makerere University Business School (Faculty of Graduate Studies and Research) in Partial Fulfilment of the Requirements for the Award of the Degree of Master of Science in Marketing of Makerere University. (PLAN A).
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Lebson, N (2023) Social Media Marketing and Perceived Market Performance of the Telecommunications Industry in Uganda : A Case of MTN Uganda. Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda.