The Influence of Social Media Marketing Tools on Youths’ Purchasing Decisions of ICT Devices in Dar Es Salaam

Abstract

This study assessed how youth-led social media marketing influences purchasing decisions for Information and Communication Technology (ICT) devices, guided by McLuhan’s media theory. It involved 150 respondents, i.e; 140 youths and 10 ICT device vendors. Data were collected via structured questionnaires (distributed via SMS, WhatsApp, and Instagram through Google Forms), interviews with vendors, and observation. Using a case study design and a mixed-methods approach, the findings indicate that respondents use social media daily. They further highlight its significant influence on youth purchasing decisions, with most using platforms to decide on ICT purchases; only a few reported otherwise. In conclusion, social media marketing profoundly impacts ICT device promotion among youth. Companies must establish a strong social media presence to benefit from this market. A strategic and creative approach can lead to remarkable success in the youth-driven ICT market, fostering growth and profitability. This underscores the importance of digital channels in modern marketing. The article provides actionable insights for youth and vendors, helping businesses effectively engage with the youth demographic in the evolving ICT marketing landscape.