Social Media Marketing Strategies And Customer Engagement In Rwanda

Abstract

This paper assessed the social media marketing strategies on customer engagement with a particular focus on Mango Telecom Rwanda, Kigali. More specifically, this study is guided by four specific objectives of evaluating the Mango telecom social media online platforms on the customer engagement, investigating the contribution of Mango Telecom advertising campaigns on the customer engagement, ascertaining the effects of Mango Telecom promotions on the customer engagement, and examining influencer collaboration to maintain customer loyalty within Mango customer engagement. In establishing the theoretical foundation, the researcher will incorporate the theories of social exchange and Service-Dominant Logic (S-D Logic). To develop the research methodology, we will use a mixed-methods approach that integrates both quantitative and qualitative elements within a descriptive framework. More specifically, this study will employ three primary focal points including observational Analytics, a specific case study approach and qualitative data will be utilized, focusing on Mango Telecom in Kigali and surveys which will be conducted to gather quantitative data from a sample of respondents.  The target population, the study will focus on the Mango Management Team as key informants’ agents of Mango Telecom Rwanda and some other respondents. The total agents or Mango Telecom Rwanda in Kigali City are 300. For sampling, the basis for selecting 90 respondents from 300 Mango Telecom is that the researcher used purposive sampling technique. For the data collection procedure, the researcher will use a descriptive research design with a mixed-methods approach, incorporating both qualitative and quantitative techniques like surveys, observations, and interviews. To analyze and present the data, SPSS will be used for descriptive statistics, including mean and standard deviation calculations. Inferential statistics, such as Pearson correlation and multiple linear regression analysis, will also be conducted.