The Influence of Social Media Marketing Intensity on Sales Performance of Selected Businesses in the Retail Sector: A Case of Iringa Municipality

Abstract

This study examined the influence of social media marketing intensity on sales performance among selected retail businesses in Iringa Municipality, Tanzania. Social media marketing intensity was assessed through platform diversity, posting frequency, customer engagement and promotional activity. The study was grounded in Uses and Gratifications Theory and the Resource-Based View. A quantitative approach and a descriptive cross-sectional design were used. Data were collected from 71 purposively selected retail business owners in the Gangilonga, Kihesa and Ilala wards, from a population of 246 licensed retail businesses and analysed using SPSS version 26 using frequencies, percentages, medians and modes. All four indicators recorded a median and a mode of 4 (Agree). Agreement was 84.5% for platform diversity, 85.9% for posting frequency, 87.3% for customer engagement and 94.4% for promotional/sales outcomes, with the latter showing the strongest concentration and no disagreement. The findings indicate a consistently positive perceived association between active social media marketing and sales-related outcomes among the sampled businesses. However, the cross-sectional, purposive and self-reported design does not establish causality or statistical generalisation. The study recommends a manageable multi-platform strategy, consistent and relevant content, prompt customer engagement, selective use of paid promotion and simple tracking of enquiries and sales linked to social media activity.