By Vinjeru Ngwira
A study conducted in Mzuzu City has established that new media platforms are increasingly becoming an important tool for business operators seeking to market their products and strengthen customer relations.
The research focused on how digital platforms are influencing the way businesses are managed, with particular attention to the experiences and perceptions of business owners operating in the city.
Presenting the findings at Mzuzu Technical College on Monday, Research Consultant Killion Mseteka said the study examined the role of new media in improving business management in an increasingly digital business environment.
According to Mseteka, 50.70 percent of the business operators surveyed use social media platforms to support their businesses, while 43.60 percent rely on official websites.
He said the findings demonstrate that digital platforms can help businesses reach customers more effectively, promote products and services, and increase brand visibility in a competitive marketplace.
However, Universal Industries Regional Sales Manager Kenneth Njiragoma challenged researchers to broaden the scope of future studies by paying greater attention to communities outside major urban centres.
Njiragoma observed that much of the focus on new media has been centred on urban and elite users, despite the growing use of digital platforms by people in rural communities.
He called for deliberate efforts to extend digital opportunities to rural areas, saying wider access to new media could enable businesses and communities beyond cities to benefit from the opportunities presented by the digital economy.