TOWARDS SOCIAL MEDIA USAGE FOR PROMOTIONAL ACTIVITIES IN TANZANIAN PENSION SCHEMES A Factor Scores Regression Analysis of Perceived Factors

Abstract

This study assessed perceived factors for social media usage among pension schemes in Tanzania in their endeavour to enhance their promotional activities. Specifically, it sought to assess perception by pension firms regarding social media as promotional tools for their activities in the pension firms. The study involved 96 Social Security Organisations (SSOs) employees from four Pension Schemes (NSSF, GEPF, PSPF and PPF) headquarters in Dar es Salaam. Analysis was done using Statistical Package for Social Sciences (SPSS Version 20) using factor analysis and later regression analysis. Through regression analysis, findings indicated that social media usage for promotional activities is predicted by perceived usefulness, ease of use, and trustworthiness. This is a result of positive relationship between social media usage and the three independent variables. The study urges top management to provide support that would facilitate social media usage through adequate budget allocation for training, equipment acquisition and maintenance. In so doing, it will, in turn, impart positive organisational culture change and increase understanding on social media usefulness. Also SSOs should integrate both traditional media with social media to tap the impact of each to specific target markets.