The influence of social media platforms in promoting self-employment opportunities among university graduates in Tanzania

Wiljames Daniel Mmari

doi:10.51867/AQSSR.2.4.29

Authors

Wiljames Daniel Mmari Institute of Accountancy Arusha (IAA), Tanzania Author https://orcid.org/0009-0003-4813-4868

DOI:

https://doi.org/10.51867/AQSSR.2.4.29

Keywords:

Social Media Platforms, Self-Employment, Tanzania, University Graduates

Abstract

Graduate unemployment in Tanzania remains a persistent challenge, with many degree holders facing limited formal job opportunities and underemployment. In response, university graduates are increasingly turning to social media platforms as accessible avenues for generating income, marketing products, and building entrepreneurial networks. This study investigates the influence of social media platforms, specifically Facebook, Instagram, TikTok, and WhatsApp, on promoting self-employment opportunities among university graduates in Tanzania. Based on the Social Capital Theory, a quantitative research design was employed, targeting a population of 300 self-employed bachelor graduates, from which a sample of 171 respondents was selected using convenience sampling. Data were collected through structured questionnaires and analysed using descriptive statistics and linear regression in SPSS version 26. Linear regression analysis (n=171) showed that social media platforms had a significant positive impact on self-employment among university graduates (B=0.331, t=7.465, p<0.001). The standardised coefficient (Beta=0.498) indicated a moderate to strong relationship, suggesting that increased use of social media platforms enhances self-employment opportunities. The study concluded that social media is a key tool for graduate entrepreneurship, reducing entry barriers and enhancing innovation and networking. Based on these results, it is recommended that universities provide practical digital marketing and social media training, government agencies support online business initiatives, and graduates actively engage with digital platforms to strengthen their entrepreneurial outcomes.

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