Challenges Facing Youth in Leveraging Social Media Platforms for Economic Transformation: Evidence from Morogoro Municipality, Tanzania

Abstract

The emergence of social media has transformed how youth communicate, interact, and participate in socio-economic activities. Beyond serving as a tool for social interaction, social media presents immense potential for youth empowerment and economic transformation, particularly in achieving Sustainable Development Goals (SDGs) 1 and 8, which focus on eradicating poverty and promoting decent employment. This study assessed the challenges facing youth in leveraging social media platforms for economic transformation in Morogoro Municipality, Tanzania. A mixed-methods approach employing a descriptive survey design was adopted. Data were collected using structured questionnaires and in-depth interviews from 196 respondents. Quantitative data were analysed using SPSS software, while qualitative data were thematically analysed. The findings revealed four key challenges constraining youth from fully exploiting social media for economic gains. Unstable internet connectivity emerged as the most critical barrier (32%), followed by the high cost of internet services (17%), lack of knowledge and skills in using social media for economic purposes (20%), and difficulty in owning essential digital devices such as smartphones and computers (31%). These limitations collectively hinder the capacity of youth to engage productively in the digital economy. The study concludes that while social media holds substantial potential for fostering youth economic empowerment, its effective utilisation is constrained by infrastructural, financial, and knowledge-based challenges. It recommends that the government and stakeholders strengthen digital infrastructure, introduce subsidised data packages, enhance digital literacy through targeted training programmes, and facilitate access to affordable devices. Additionally, integrating social media entrepreneurship education into formal curricula and establishing mentorship networks could significantly enhance youth participation in the digital economy and contribute to Tanzania’s inclusive socio-economic transformation.