The Effects of Phishing Attacks on Mobile Phone Users in Tanzania: A Case of Kariakoo Market, Dar es Salaam

This study aimed at understanding phishing attacks targeting mobile phone users in Tanzania, focusing on the investigation of effects of these attacks on the mobile phone users. The study used technology threat avoidance theory as its theoretical framework. Respondents were selected using a purposive stratified sampling method to ensure diverse representation across various demographics and business sectors. A descriptive research design was employed and traders in Kariakoo market, Dar es Salaam were the target population. A sample size of 394 respondents was chosen and data obtained through structured questionnaires and in-depth interviews. Quantitative data were analyzed using SPSS, while qualitative data were examined with Deedose. The study revealed social, economic, and psychological effects of phishing attacks to mobile phone users in Tanzania. Socially, there was a noticeable decline in trust toward digital communications, leading to altered online behaviors and interactions. Economically, the effects included substantial financial losses and disruptions to business operations, impacting both individuals and organizations. Psychologically, the study found that victims experienced emotional distress, anxiety, and a heightened sense of vulnerability, prompting an increased awareness and caution regarding cyber security practices. The study concluded that phishing attacks posed significant social, economic, and psychological challenges for mobile phone users in Tanzania, with effects varying across different demographic groups. It also revealed that users' age, gender, education, and business sector influenced their susceptibility to phishing attacks, leading to diverse experiences and vulnerabilities within the population. The study recommends implementation of targeted awareness campaigns through popular communication channels, such as social media ads and television, to maximize reach and engagement, especially among younger users who are frequently online.