Social Media Advertising in the Telecommunication Sector in Kenya: Exploring the Adoption, Value and Influence of Twitter Use by Safaricom Limited.

Abstract

Technology is continually revolutionizing how we communicate and go about our daily lives. Social media in particular has changed the way we communicate and interact with each other. Social media has created an audience in itself. The title of this study is Social Media Advertising in the Telecommunication Sector in Kenya: Exploring the Adoption, Value and Influence of Twitter use by Safaricom Limited. Current business world, marketers and businesses are rushing to social media sites because that is where customers, suppliers, prospective employees and other stakeholders are found. This study is exploring Twitter as one such social media site that provides users with only 140 characters per message and allows one to attach links, images and videos. The main objective of this study was to investigate the adoption, value and influence of advertising on Twitter by Safaricom limited as a leader in the Telecommunication Sector in Kenya, and as a representation of the sector. With specific objectives being; to find out the adoption of advertising on Twitter by Safaricom and its audience, to establish the value that Advertising on Twitter has for Safaricom and its customers and to establish the influence that Safaricom Adverts on Twitter have on their customers. This study used a mixed method of both qualitative and quantitative methods to come up with findings that indicated that Safaricom has a substantial following on Twitter majority of which are the youth and young professionals. Safaricom uses its account @SafaricomLimited to post an average of four (4) adverts per day about different products and services, sponsored events and open days. Twitter is valuable to Safaricom as it allows for direct feedback and interaction with their customers. To customers, they get to know about new services and products while getting more information about existing ones. It also introduces them to new offers and bargains. This study concluded that Safaricom has adopted well in advertising on Twitter, and takes great value from its interactions and influence on the platform, building brand equity and pushing sales while using influencers to push their message. Although advertising in social media has been well adopted and has great value and influence to businesses and customers alike, this study recommends the creation of clear guidelines and regulations to social media advertising as exists in traditional media use to streamline it while guarding against negative publicity and unsolicited defaming of organizations.