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Effect of Social Media in Promoting Competitive Advantage in the Products and Services in the Telecommunication Industry: A Case of Safaricom Company

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dc.contributor.author Musee, John Isika
dc.date.accessioned 2015-09-01T07:57:35Z
dc.date.available 2015-09-01T07:57:35Z
dc.date.issued 2015
dc.identifier.uri http://erepo.usiu.ac.ke/11732/694
dc.description A Project Report by John Isika Musee, Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirement for the Degree of Masters in Business Administration (MBA). en_US
dc.description.abstract The general objective of this study was to evaluate the effect of social media in promoting competitive advantage in the products and services in the telecommunication industry, a case of Safaricom Company. The study was guided by the following research objectives: To determine the effect of social media promotion outlet platform on competitive advantage in Safaricom Limited, to explore the effect of social media customer information gathering platform on competitive advantage in Safaricom Limited and to determine the effect of social media on improvement of the organization competitive edge. A descriptive research design was used for the study. The total population comprised of 2,463 permanent staff members who work for Safaricom Ltd. as at March 2015. A stratified random sampling technique was used to select the respondents. A sample of the group was 96 permanent employees. Primary data collection was used. A pilot study was conducted to determine the efficacy of the questionnaire and it engaged twenty respondents picked randomly from each division. Data was analyzed using Statistical Package for Social Sciences (SPSS) program and presented using tables, and figures to give a clear picture of the research findings at a glance. The findings on the effect of social media promotion outlet platform on competitive advantage in Safaricom Limited indicated that the platform is designed to boost the sales of a company’s product and services. Social media seeks to increase a company’s sales. Social media is as part of an integrated communication tool designed for any marketing communications strategy. This means that social media is a phenomenal crisis communication strategy. Social media can persuade the customers to fall in love with the conversations a firm’s brand. Social media is also designed to boost the competitiveness of a company’s product and services. Social media is a communication function that seeks to build good relationships with the consumers and competitiveness. The findings on the effect of social media customer information gathering platform on competitive advantage in Safaricom Limited indicated that the building blocks of a social network are user pages, known as profiles as the leading social media platforms in gathering information. Social media facilitate the creation and exchange of user generated content on the platform. Social profiles present a number of opportunities for interacting with customers including gathering information about the company’s brands. Social networking sites use emails to enable users to connect with each other. Social media create a centralized management and a consistency of communication messages. Social media develops targeted campaigns that reach specific segments and engage their customers to a much greater extent than traditional media. The findings on the effect of social media on improvement of the organization competitive edge indicated that the platform promotes word of mouth to ensure fast information spread the emergence of the word of mouth using consumer user generated created media to create an organization competitive edge. Social media connects service providers, companies and corporations with a broad audience of influencers and consumers. Social media provides numerous opportunities for strengthening and expanding relationships to customers. Social media offers a quicker and more cost-effective way to reach highly targeted markets than marketing through traditional media, such as websites, newspapers and television. The study concludes that social media is designed to boost the sales of a company’s product and services as part of the organization promotion outlet. Social media facilitate the creation and exchange of user generated content on the platform. Social media promotes word of mouth to ensure a fast information spread the emergence of the word of mouth using consumer user generated created media to create an organization competitive edge. The study recommends that social media should be optimised widely as an integrated marketing communication. The study recommends that the social media platforms should be optimized in gathering information from the customers. The study recommends that social media should promote word of mouth to ensure a fast information spread to enhance networking in creating a competitive organization edge. en_US
dc.publisher United States International University - Africa en_US
dc.subject Social Media en_US
dc.subject Competitive Advantage en_US
dc.subject Telecommunication Industry en_US
dc.title Effect of Social Media in Promoting Competitive Advantage in the Products and Services in the Telecommunication Industry: A Case of Safaricom Company en_US
dc.type Thesis en_US


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