Factors Influencing Social Media Adoption Among Small And Medium Sized Enterprises In Dar es Salaam.

Kaswezi, Paul John (2023) Factors Influencing Social Media Adoption Among Small And Medium Sized Enterprises In Dar es Salaam. Masters thesis, The Open University of Tanzania.

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Abstract

The aim of the study was to examine the factors influencing social media adoption among small and medium-sized enterprises in Dar es Salaam, Tanzania.The study specifically addresses the influence of perceived ease of use on social media adoption among SMEs in Tanzania. Furthermore the study addresses the influence of perceived usefulness on social media adoption among SMEs in Tanzania. In the end the study evaluated the influence of perceived trust on social media adoption among SMEs in Tanzania.The study employed the Technology Acceptance Model (TAM) as the main theory while being supported by Diffusion of Innovation Theory (DOI) to better explain and predict social media adoption among small and medium-sized enterprises in Dar es Salaam.The study used a survey strategy in data collection by administering structured questionnaires to 99 employees from five municipalities in Dar es Salaam using multistage sampling. Quantitative data were analysed using means, standard deviations and multiple linear regression analysis. The findings revealed that perceived usefulness, perceived ease of use and perceived trust had a positive influence on the adoption of social media among SMEs. This implies that perceived usefulness, perceived ease of use and perceived trust influence are the key factors explaining social media adoption among SMEs. Keywords: SMEs, Social Media Adoption, Perceived Usefulness, Perceived Trust, Perceived Ease of Use.

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