The Effect of social media influence on sales performance in the retail industry: a case of First Pack marketing.
- Author
- Matarutse, Tendai L.
- Title
- The Effect of social media influence on sales performance in the retail industry: a case of First Pack marketing.
- Abstract
- The study investigates the relationship between the effects of social media influence on sales performance in retail industry. A case of First Pack Marketing. The objectives: to access the effect of influencer collaborations on sales performance at First Pack Marketing, to evaluate influence of paid advertising and promotions on sales performance, to determine the relationship between user generated content strategies and sales performance at First Pack Marketing, to analyse how customer engagement and communication practices affect sales performance at First Pack Marketing. The hypothesis are: H1 influencer collaborations positively influence sales performance ,H2 paid advertising and promotions have as significant positive effect on sales performance, H3 user generated content strategies positively affect sales performance and H4 customer engagement and communication practices significantly enhance sales performance. A questionnaire survey was conducted among First Pack workers and generating 279 responses. I used SPSS (version 20) to analyse data and SPSS AMOS to draw measurement model and hypothesis testing .AMOS revealed a positive relationship between influencer collaborations and sales performance, paid advertising and sales performance, user generated content and sales performance and customer engagements and sales performance. All the hypothesis testing was accepted meaning H1, H2, H3 and H4 have positive contribution to sales performance at First Pack Marketing.
- Date
- June 2025
- Publisher
- BUSE
- Keywords
- Social Media Influence
- Sales Performance
- First Pack Marketing
- Supervisor
- Dr. Chingwaru
- Item sets
- Department of Marketing
- Media
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Matarutse, Tendai L..pdf