Effects of Social Media External Marketer Influencers on Consumer Purchasing Decisions: Evidence from Vodacom Tanzania in Iringa Municipality

Author

Patrick Alfred Makinda


Abstract

 This study examined the effects of social media external marketer influencers on consumer purchasing decisions in the telecommunication sector, using Vodacom Tanzania in Iringa Municipality as the study context. The study was guided by the objective of determining the effects of social media external marketer influencers on consumer purchasing decisions. A mixed-methods approach and exploratory research design were employed. Data were collected through closed-ended questionnaires and in-depth interviews, while quantitative data were analysed using descriptive statistics and qualitative data through thematic analysis. The findings showed that external social media influencers influenced consumer purchasing decisions through credibility, trustworthiness, relatability, creativity, product demonstrations, recommendations and regular promotional content. The quantitative findings indicated that 84.3% of respondents strongly agreed that influencer advertising messages influenced their purchase of Vodacom products or services, while 88.8% strongly agreed that influencer promotional activities helped educate customers. In addition, 84.5% strongly agreed that influencer posts affected their trust in Vodacom products and services and 89.3% strongly agreed that external influencers frequently shared promotional content. Interview findings further showed that consumers were more responsive to influencers who provided clear explanations, honest opinions, personal experiences and practical demonstrations. The study concludes that external social media marketer influencers positively influence consumer purchasing decisions by improving product awareness, trust, understanding and social proof. The study recommends that telecommunication organizations strategically engage credible, authentic and relatable external influencers to communicate product information and promote services through creative and informative social media content. 



Keywords

Social media, external marketer influencers, consumer purchasing decisions, influencer marketing, telecommunication, Vodacom Tanzania.



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References


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