An Evaluation of Social Media Marketing at Econet Wireless Private Limited, Zimbabwe

Abstract

The research examined the effectiveness of social media marketing in the telecommunication industry, with Econet Wireless Private Limited Company Zimbabwe. 7Ps marketing mix model is the independent variable and AIDA model is the dependent variable in the conceptual framework. The research was based on quantitative research methodology as it focused on numbers and was based on positivism philosophy. Descriptive research design has been used for an in-depth understanding of social media marketing through Case study approach. Cross sectional approach was the time horizon used in the research. The population was obtained from Econet wireless records. Probability sampling through the use of simple random sampling was used in the selection of participants for the research. Data collection methods was through the use of interviews, questionnaires, analytics data and secondary data. Data analysis techniques was through descriptive statistics which was used to analyse data through calculation of mean, median, mode, standard deviation among others. Graphical presentation, tabular presentation as well as numerical presentation was used for data presentation. Z-testing was the inferential statistics design used in the research. Statistical data analysis was used for data presentation and analysis. Frequency analysis was used for data interpretation. The results of the research were that social media marketing is a significant marketing tool in the telecommunication industry. It provides brand awareness as well as influencing brand perception. There has been a significant relationship between social media marketing and purchasing intentions of different products and services at Econet Wireless.there are various factors which enhance social media marketing which includes political factors, economic factors, social factors, technological factors, environmental factors and legal factors. Various metrics can be used in measuring social media marketing such as using different metrics as well as Key Performance Indicators. Various challenges of social media marketing were also addressed. Recommendations include a shift in mobile telecommunication technology to 6G network, increased satellites systems so as to increase network connectivity, easy access to links for online markets, automation of customer services, improved cyber security as well as implementation Internet of Things.