The effects of social media marketing on sales performance: a case of Peace Security Company

Abstract

The study focused on examining the effects of social media marketing on sales performance at Peace Security Company. Social media marketing plays a very crucial role in increasing sales performance of firms and organisations the world over through attainment of virtual markets, customer brand engagement and as a marketing strategy. The research adopted a case study strategy in attaining its objectives. The prime objective of the research was to examine the effects of social media marketing on sales performance. Questionnaires and unstructured interviews were the primary methods of data collection to which content analytic tables were used to present the views and opinions of the key participants. This study revealed that there is no relationship between social media marketing and sales performance at Peace Security Company. It is concluded that effective utilization of social media marketing results in increased sales performance, however that requires dedicated workforce and a clear social media action plan. It is also concluded in this study that there is no dedicated expertise towards social media marketing at Peace Security and the company has five social media platforms that are used mainly for public relations issues. It is recommended in this study that Peace Security should invest in recruitment, training and development of social media marketing expertise within its systems and there is also need to enhance already existing social media platforms.