Effects of Digital Marketing on Mattress Sales Performance: A Case of Nyamagana District, Mwanza City, Tanzania
Purpose: This objectives was to assess the influence of online promotions on mattress Sales Performance,.
Design/Methodology/Approach: Adopting a positivist research philosophy, the study employed a cross-sectional research design with a quantitative approach. Data were collected from 80 employees purposively sampled from Unoplast Tanzania Ltd, Vitafoam Company Ltd, and Vitanda Manufacturing Industry. Stratified simple random sampling was further used to refine the selection. Structured questionnaires and documentary reviews were utilized as data collection instruments. Descriptive statistics were used to characterize respondent demographics and marketing variables, while multiple regression analysis tested relationships between the independent digital marketing variables and the dependent variable, mattress sales performance.
Findings: Revealed that both online promotions and personalized marketing had significant positive impacts on mattress sales performance, with standardized beta coefficients of 0.484 each (p < 0.001). Influencer endorsements showed a positive but statistically insignificant effect (β = -0.074, p = 0.579). Correlation analysis supported significant positive relationships among all three variables and sales performance, though influencer endorsements exhibited a weaker association.
Originality: Despite global evidence from developed markets (e.g., Smith, 2025; Mtega & Msungu, 2024) demonstrating the effectiveness of digital marketing in driving purchasing behavior, localized research in Tanzania especially at product-specific and district levels remains scarce. The lack of empirical data limits SMEs’ ability in Mwanza to design data-driven, context-specific digital strategies that could enhance customer engagement, brand loyalty, and ultimately mattress sales performance.
Practical implications:The study offers practical implications on promotions and personalized marketing effectively that enhance mattress sales performance in the Tanzanian context, while influencer endorsements require further contextual adaptation to achieve greater impact.
