International Journal of Research and Innovation in Social Science (IJRISS) | Volume VI, Issue VII, July 2022 | ISSN 2454–6186
Use of Social Media in Cosmetology Services in Tanzania: A case of Kinondoni Municipal
Lilian D. Kaswamila and Julius T. Tweve
Tumaini University, Dar es Salaam, Tanzania
Abstract: Indeed, information professionals have confirmed that social media has emerged as one of the main tools of engagement among people of different age groups from different locations. However the engagement has not only affected the personal relationship rather it went further in changing even the businesses way of communicating to customers, whereas most businesses nowadays use social to communicate with their customers. The study aimed at assessing the use of social media in promotion of cosmetology services in Tanzania, particularly in Kinondoni municipal. Specific objectives were first, to examine the extent to which social media are used to promote cosmetology services, second, to determine the benefits of social media use in cosmetology services and third to identify the challenges of using social media in cosmetology services. To beef up the study, literature review has been structured itself based on social media, and cosmetology services as well as previous studies relating to use of social media in promotion of cosmetology services. The study used a descriptive survey design, data was collected through a structured questionnaire to customers of cosmetology services and 133 respondents submitted their questionnaire. Also, an interview was conducted to 12 service providers.
The findings show that, social media have brought many positive impacts on cosmetology businesses whereas with the use of social media businesses can easily market their services and reach out to a lot of potential customers. With the use of social media cosmetology service providers may incur less cost in marketing while covering a wide range of customers. The use of social media in cosmetology business have greatly reduced the operational costs due to the fact that service providers can now communicate with their customers all over the world without incurring the costs of traveling. The use of social media has enabled the service providers to easily reach out to their customers without the need of physically meeting with them. Due to the fact that social media enhanced cosmetology businesses to reach a wide variety of customers the sales have drastically increased. The service providers who are actively engaging on social media to communicate with customer automatically has increased their visibility and in turn improved their sales.
Key words: social media, cosmetology services
I. INTRODUCTION
Social media is a phenomenon that has drawn a lot of attention both to companies and individuals interacting on the networking landscape (Hatibu 2018). However, when it comes to giving a clear definition of what social media really is, the understanding of the term is very minimal. Social media has emerged as one of the main tools of engagement among people of different age groups from different locations. However Hill (2015) note that the engagement has not only affect the personal relationship rather it went further in affecting even the businesses way of communicating to