The Effect of Information Availability on Social Media on Customer Product Choice of Soft Drinks: A Case Study of Sayona Fruit Juice Product in Nyamalango Village– Mwanza City, Tanzania
This study investigates the influence of information availability on social media in shaping consumer product choices, with a particular focus on Sayona Fruit Juice. The study aims to explore how social media marketing affects customer decisions through the lens of the Information Adoption Model (IAM). This is vital for businesses, especially as consumer behaviours are increasingly shaped by social media. The research employed a survey method involving 357 respondents from Nyamalango Village, Mwanza City, Tanzania, with data analysed using SPSS and regression techniques. The results underscore that clear, accessible product information on social media significantly influences purchasing decisions. By enhancing information transparency and quality on social media, actively analysing user interactions, feedback, and strategic partnership with influencers, Sayona can refine its social media strategies to enhance visibility, strengthen positive perceptions, drive purchase intent, and harness the power of social networks to increase brand advocacy and loyalty. The findings fill critical gaps in literature like context and theoretical gap, particularly in developing markets, and offer practical implications for businesses to enhance their social media strategies and customer engagement.
Keywords: Information Availability, Social Media, Customer Product Choice
