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International Journal Of Engineering, Business And Management(IJEBM)

Influence of Content Marketing on Business Performance Among SMEs in Dar Es Salaam City, Tanzania

Msyangi M. Kuruchumila , Bahati Mbilinyi , Sophia Mbura


International Journal of Engineering, Business And Management(IJEBM), Vol-10,Issue-4, October - December 2026, Pages 1-11 , 10.22161/ijebm.10.4.1

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Article Info: Received: 05 Sep 2026; Received in revised form: 07 Oct 2026; Accepted: 15 Oct 2026; Available online: 21 Oct 2026

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This study investigated the influence of content marketing on SMEs' business performance located in Dar es Salaam, Tanzania. Also, this study examines the mediating role of online social network relationships. This study applied Social Network Theory. The study used a quantitative approach and an explanatory research design. This study used a sample of 363 SMEs selected from 3,952 clothing SMEs using a systematic sampling technique. Primary data were collected using structured questionnaires and analysed using linear regression models. Content marketing was positively and significantly related to SMEs' business performance (B = 0.873, p < 0.001) and online social network relationships (B = 0.822, p < 0.001). When both predictors were included in a model, content marketing (B = 0.501, p < 0.001) and online social network relationships (B = 0.453, p < 0.001) were still significant. The combined model explained 82.9% of the variation in business SMEs' performance. The study concludes that content marketing is related to enhanced SMEs' business performance. Clothing SMEs should consistently offer related product information, clear photographs, promotional videos and customer testimonials, while monitoring customer responses to advance content efficiency and support business growth within the clothing retail sector.

Content Marketing, Business Performance, Online Social Network Relationships.

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