The Influence of Social Media Marketing on Business Performance: An Empirical Investigation of the Supermarket Industry in Tanzania

This study aimed at examining the influence of social media marketing on theperformance of businesses, with a specific focus on supermarkets in Dar esSalaam. The research employed an explanatory research design and a sample of200 respondents was selected through purposive sampling. Data analysis wasconducted using multiple regression analysis with the aid of Statistical Packagefor Social Sciences (SPSS). The findings revealed that social media performance,analytics and an active presence have a positive and significant influence on thebusiness performance of supermarkets in Dar es Salaam. The study concludedthat social media marketing contributes significantly to enhancing the overallbusiness performance of supermarkets. This underscores the pivotal role ofsocial media marketing in driving the success of supermarkets in Dar es Salaamregion. It is recommended that, first, future research can use objective data onfinancial performance metrics. Second, future studies might consider otherindustries in which the link between social media marketing and businessperformance can be of interest for example airlines and tourism industries.