Abstract:
This study investigated the awareness of street traders in the Arusha District Council,
Tanzania, regarding the use of social media for enhancing business growth. The research
objectives encompass determining the perceived usefulness of social media among street
trader traders in the Arusha district council, examining whether the street traders in Arusha
district council utilize social media in undertaking business, and identifying and proposing
effective social media platforms for business growth among this demographic. Guided by the
Knowledge-based theory that underscores the importance of knowledge in a dynamic
business environment, the study employed a descriptive research design with a quantitative
approach. The study targeted 124 registered street trad ers, with a focus on a sample of 95
randomly selected individuals from Sekei, Kiranyi, Olorieni, Olmotonyi, and Kisongo wards.
Structured questionnaires were administered to 95 street traders, and Data analysis utilized
the Statistical Package of Social Sciences (SPSS) for descriptive statistical methods. Findings
reveal varying of awareness and utilization of social media among street traders, with factors
such as access to technology, cost of bundles, and challenges of using. The study
recommends for need for increased increased awareness and knowledge on social media
utilization among the street traders in the Arusha district council.In addition, the study
proposes involving District Business Officers. These officers can play a crucial role in
disseminating information, providing training, and facilitating the identification of user-friendly
social media platforms tailored to the specific needs of street traders. Collaborative efforts
between street traders and District Business Officers can strengthen the impact of social
media on business growth, fostering a more supportive and informed business environment in
the Arusha District Council, Tanzania.The Tanzania MICIT is also called to review the prices
charged on bundles so as to find ways to lower the prices
