Assessment of Facebook Platform Efficacy in Promoting Youth Start-up in Selected Wards of Dodoma Region, Tanzania.

Mwagara, Felix Seif (2024) Assessment of Facebook Platform Efficacy in Promoting Youth Start-up in Selected Wards of Dodoma Region, Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

This study aimed assessed Facebook platform efficacy in promoting youth start-up in selected wards in Dodoma Region, Tanzania. Specifically: to explore how effective Facebook Marketing is in promoting youth start-ups, to examine the different ways youth use in finding correct customers through Facebook, to explore people’s perception and attitudes towards youth start-ups advertisement through Facebook and to examine challenges that youth face when using Facebook for start-ups. This study used both qualitative and quantitative approach and led by a cross-sectional research design. The sample size of the study was 100 respondents and quantitative data collected through questionnaire were analysed by means of descriptive statistics, while qualitative data collected through in-depth interviews and documentary review were analysed by means of thematic analysis. The findings indicated that the vast majority of respondents used social media platform, agreed that social media platform was convenient and ease of access, cost effective, and simple. Moreover, lack of experience on the use of social media marketing was a challenge to the youth in Dodoma. It was concluded that social media has great effectiveness in marketing promotions in youth start-up business. Furthermore, findings have shown that lack of expertise in Facebook marketing plan was among the challenge’s youth faced that hindered their start-up adverts through Facebook platform. It is recommended that to start-up owners on social media in business messages should identify clearly the potential customer. Furthermore, the government and public sector should collaborate in order to empower youth start-up owners through training and workshop to gain experience. Keywords: Facebook, social media, social media efficacy, youth start-up.

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