Abstract:
The aim of this study was to examine the impact of leadership on the use of Information Technology
in marketing financial services, with a focus on NMB Plc in the Tabora region, Tanzania. Guided
by transformative leadership theory, the study involved a sample size of 180 respondents, including
employees and management staff. Using regression and descriptive analysis techniques, the
findings revealed that while the organizational culture at NMB Plc largely supports IT adoption in
marketing, areas such as communication, training, and leadership support require improvement.
The study concluded that leadership plays a crucial role in fostering innovation and encouraging
the adoption of IT tools in marketing, though challenges like rigid policies, limited training, and
high maintenance costs hinder optimal IT use. It is recommended that NMB Plc strengthen
leadership support, enhance training programs, improve communication practices, and adjust
policies to better integrate IT into marketing strategies.
