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Abstract

This study investigated the impact of Instagram marketing, Twitter (X) engagement, and WhatsApp communication on sales performance among SMEs selling electrical devices in Dodoma City. The study employed a cross-sectional research design with a quantitative approach, and structured questionnaire to randomly collect the primary data from 222 respondents. SPSS was used to analyze the collected quantitative data through descriptive statistics and multiple linear regression. The findings indicate that WhatsApp communication emerged as the most widely used platform and with strongest impact (β3= 0.486; p = 0.000) in enhancing sales performance. Its aspects, namely, multimedia sharing, Document sharing, and voice messages exhibiting the strongest impact. Instagram followed WhatsApp in showing a profound positive significant impact (β1= 0.404; p = 0.000) on sales performance. Its aspects, namely, Comments and Follower Growth, contributed the most to sales performance. Twitter (X) engagement had the smallest but with positive significant effect (β2= 0.351; p = 0.000) on sales performance. Its aspects, namely, Likes (favorites), click-throughs, and follows were the most influential factors in driving sales growth. The study emphasizes the importance of aligning social media marketing strategies with platform-specific strengths to maximize business performance. Additionally, policymakers and business leaders should invest in digital literacy training and infrastructure improvements to foster SME growth in the digital marketplace. This study significantly enhances digital marketing literature by empirically demonstrating platform-specific marketing effectiveness within the underexplored electrical device sector in Dodoma City. It provides empirical insights into how SMEs can leverage digital platforms to improve sales performance.