Abstract: Technology is rapidly changing, and companies in the telecommunications industry must remain adaptable to remain competitive. When it comes to spreading brand awareness in the appropriate target market, marketers today face a constant challenge. In recent years, the digital market and marketing techniques have evolved dramatically, and they continue to evolve to meet the needs of today's addressable market. Based on this, this study examined the influence of social media marketing platforms on sales performance of Safaricom Public Limited Company, Kenya. Employment of descriptive research design was done. Safaricom Plc's marketing department, was the study population. The study's population consisted of 100 sales managers and 2000 sales representatives from the marketing department of the organization. To ensure that all respondents are adequately represented, they were divided into two groups using a stratified sampling technique. A simple random sampling method was used to select the respondents. There were 210 respondents in the sample, with 10 sales managers and 200 sales representatives. A questionnaire in a structured form was used in collecting data. Airtel Kenya was the organization where pilot study of 34 participants was done to evaluate the questionnaires' validity and reliability. Validity was tested using content validity through engaging the supervisor to evaluate the contents of the questionnaire. Reliability was tested using Cronbach alpha test where a 0.8 alpha value was sought. Further, the study carried out inferential analysis that include; correlation and multiple regressions analysis to establish how each variable influences the other. Social media marketing platforms was found to have a positive and significant influence on the sales performance. It was concluded that Safaricom has used social media marketing channels to increase revenue, attract traffic to websites, promote its brand, and form long-term relationships with its consumers. The study recommended that Safaricom has to figure out which social media channel their target audience spends the most time on.
Keywords: Social Media Marketing Platforms, Sales Performance.
Title: INFLUENCE OF SOCIAL MEDIA MARKETING PLATFORMS ON SALES PERFORMANCE OF SAFARICOM PUBLIC LIMITED COMPANY, KENYA
Author: Mike Owino, Dr. John Mutinda
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 10, Issue 1, April 2022 - September 2022
Page No: 293-299
Research Publish Journals
Website: www.researchpublish.com
Published Date: 18-June-2022
