Effects of Social Media Advertising on Market Performance of Telecommunication Companies in Uganda Case Study: Airtel Uganda Limited

Abstract

The purpose of the study was to establish the effect between social media advertising and market performance of Airtel Uganda Limited in Kampala Uganda”. The objectives of the study included: to determine the effect of Facebook advertising and performance of Airtel Uganda, to establish the effect of twitter advertising and performance of Airtel Uganda and to determine the effect Linkedin advertising and performance of Airtel Uganda.

The study used case study survey research design. Both quantitative and qualitative approaches were employed. The researcher used a sample size of 52 respondents; both primary and secondary data was used during the study. The Method of data collection was questionnaire and interviewing guides, data was analyzed by use of software research packages like SPSS.

Findings of the study revealed that there was a strong positive relationship between facebook advertising and performance of Airtel Uganda Limited. There was a very strong relationship between twitter advertising and performance of Airtel Uganda Limited. There was also a very strong positive relationship between linkedin advertising and performance of Airtel Uganda Limited. The research concluded social media advertising has a positive relationship with the performance of Airtel Uganda limited.

The study also concluded that Firms more so telecommunication firms should embark on social media advertising as a marketing strategy since it’s more useful in terms of development and profits generation and it recommended that there should be further research about the problem statement.

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