Investigation of Street Traders’ Awareness on the use of Social Media for Business Growth in Tanzania

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