An Assessment of Social Media as a Strategic Communication Tool in Improving Tanzania Ports Authority Services: A Case of Dar es Salaam Port.

Mauki, Focus Ludovick (2022) An Assessment of Social Media as a Strategic Communication Tool in Improving Tanzania Ports Authority Services: A Case of Dar es Salaam Port. Masters thesis, The Open University of Tanzania.

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Abstract

The objective of this study was to assess usage of social media platforms as a strategic communication tool in improving Tanzania Ports Authority (TPA) services. Specific objectives were; to establish the effects of demographic factors on the usage of social media and its impact on service delivery in the port industry, to examine effects of using TPA social media platforms in improving service delivery in the port industry, to find out cyber security factors affecting the usage of social media and its effects on service delivery in the port industry and to assess how cost factor influence usage of social media in service delivery in the port industry. 100 respondents were used in data collection; employees, stakeholders, and customers of TPA in Dar es Salaam. Four theories used which included Strategic Communication Theory, Social Presence Theory, Uses and Gratification Theory and Dialogic Communication Theory to make the results more meaningful. Data were gathered using questionnaires and analysed by SPSS both descriptively and empirically. Results from the Likert scale indicated that demographic factors, cost, and cyber security have been crucial influential factors on the usage of ports social media platforms. The findings also revealed that using Ports social media was highly user friendly, promoted effective advertising, improve awareness of the ports business, and promoted good engagement. It was recommended that; Port industry to adopt several strategies to ensure effective utilization of social media, clients should be sensitized on social media use to ensure that more customers are able to interact freely on the port industry sites and Port industry should invest more on cost as it will enable them to acquire newer technologies for special advancement. Keywords: Social Media, Communication Tool, Media, Tanzania Ports Authority.

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