Citation:

Mr. Alex Marwa. "Influence of Social Media Marketing on Purchasing Decisions of Youth in Tanzania: A Study of Tanzania Institute of Accountancy Students" International Research Journal of Economics and Management Studies, Vol. 4, No. 5, pp. 65-70, 2025.

Abstract:

This study evaluates how Tanzanian youth’s purchasing decisions are impacted by digital marketing. The study was guided by academic frameworks such as the AIDA model and the social media marketing theory. 1,000 students from six TIA campuses in Dar es Salaam, Kigoma, Mbeya, Mtwara, Mwanza, and Singida were given an online survey to complete in order to gather data. Multiple regression analysis and descriptive statistics were used in the study to examine the data that was gathered. The findings show that four digital marketing strategies—social media marketing, online advertising, mobile marketing, and email marketing—have a statistically significant impact on young people’s purchase decisions. Online advertising and social media marketing were the most important of these. Based on these results, the study suggests that companies aiming to reach young people should give top priority to social media sites like Facebook, YouTube, Instagram, and WhatsApp in order to increase brand recognition and encourage more active customer interaction. In order to effectively reach and influence consumer purchase decisions, they should also concentrate on producing interesting and relevant content for social media.

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Keywords:

Digital Marketing, Social Media Marketing, Online Advertising, Mobile Marketing, Email Marketing.