Influence Of Social Media Marketing On Performance Of Telecommunication Firms In Kenya

Abstract

Social media has altered how people lives and institutions in ways that people are only beginning to comprehend. The main objective of this study is to establish the effect of social media marketing on performance of telecommunication firms in Kenya; a case of Safaricom Ltd. To achieve this, the study was guided by four objectives: how does social media affect the performance of telecommunication firms in Kenya;the effect of technology on Safaricom performance in Kenya's market share; promotional campaigns and its impact on performance of telecommunication firms in Kenya; and examine the role of customer feedback on business sales performance.

The study found out that social media improved the performance of the organization as it offered a platform for marketing at a cheaper cost compared to other forms of marketing available. As a result of improvement in technology, the study established that social media increased the competitiveness of the firm. The study also established that promotional campaign boosted performance of telecommunication firms in Kenya as it increased sales and revenue beyond the promotion period. As a result of real-time customer feedback facilitated by social media, the study established that customer feedback on social media enabled the firm in understanding the needs of customers hence meet them better thereby promoting customer loyalty.