Abstract:
This study sought to examine the effects of social media marketing on business growth at Tanzania
Breweries Limited, Arusha branch. To achieve this, the study was guided by three key research
objectives; to find out social media marketing tools used by the company in its marketing strategies,
to examine the connection between social media marketing fundamentals and customers’
response, to determine the relationship between social media marketing intelligence and business
growth. This study was supported with technology acceptance model (TAM) and innovation
diffusion model. It adopted a mixed research approach that is both quantitative and qualitative
research approaches. The total population of the study was 225. For the purpose of this study, the
sampling techniques used were simple random sampling for quantitative data and a sample size of
144 respondents was used. Purposeful sampling was adopted for qualitative data with a sample
size estimation of 13 participants depending on saturation of interview questions. The study used
primary data. Data analysis tool to analyze quantitative data were descriptive statistics (mean and
standard deviation) with assistance of SPSS computer software while qualitative data were
analyzed using content analysis. Result from the field show that social media marketing is a form
of digital marketing that leverages the power of popular social media networks to achieve a company
marketing and branding goals. In the last objective, the study concluded that management
knowledge on social media marketing has a direct relationship with customers’ response and hence
to business growth. It is recommended that, the company management should concentrate on the content
and timing on their social media posts through the Instagram, WhatsApp or Facebook, the management of
Tanzania Breweries limited should work on feedback suggested by the customers
