The purpose of the study was to investigate the influence of marketing communication strategies on fandom development in Tanzania: A case of selected premier league football clubs. The study specifically assessed the influence of advertising on club’s fandom development; explored the influence of social media on club’s fandom development; and to assess the influence of corporate social responsibility on club’s fandom development in Tanzania. The targeted population was 910 fans whereby from this population sample size of 185 fans was drawn. The research employed descriptive research design where mixed research approach was applied. Simple random sampling was used to select fans of Simba SC and Mbeya City FC while purposive sampling technique was used to select clubs’ leaders. The findings revealed that advertising strategy, the use of social media and involvement in corporate social responsibility have a great influence in football clubs’ fandom development in Tanzania. The adjusted R2 of the regression output was equals to 0.667 implying that the model explains about 66.7% variations in the clubs’ fandom development. Therefore, advertising strategy, social media and corporate social responsibility were significant predictors of clubs’ fandom development in Tanzania premier league football clubs. Therefore, the study concludes that marketing communication strategy is of vital in influencing fandom development in football clubs. The study recommends that for a club to expand its fandom, its marketing communication strategy should be set in such a way that it can easily be accessed by the majority of the public. Its contents and mode of delivering should be touching the majority of the public. Clubs are required to innovate and intensify the use of effective and efficient marketing communication strategies in promoting clubs’ brand to the public.
Employee motivation and reward are common concepts that are widely practised in many organisations. Among such rewards are financial incentives, rewards given to employees as part of an organization’s strategies to boost performance and motivation. While the role of financial incentives on employee performance has widely been investigated in many organisations, not as much research has been done on the same in Tanzania. The present study assessed the role of financial incentives on employees' performance at Iringa Municipal Council in Tanzania. The study employed a quantitative research approach and a randomly selected sample size of 339 employees out of a total population of 2,215 employees at the Council. The collected research data were analysed using descriptive and inferential statistics like multiple linear regression. The findings revealed a positive but insignificant contribution of financial incentives on employees’ performance in Iringa Municipal Council. For instance, financial incentives contributed to about 52% of the variations in employee performance (β = .529), but the contribution was statistically insignificant (p = .127). This demonstrates that there could be other factors that drive employee performance at Iringa Municipal Council, and different approaches are required to enhance the employee’s performance. The study recommends that further studies should focus on assessing the contribution of incentives to employees’ performance in other types of local government, such as rural and district councils, as well as central government institutions.
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