Browsing by Author "Mulili, Benjamin Mwanzia"

Now showing 1 - 4 of 4
  • Thumbnail Image
    Item
    Integrated Marketing Communication Mix Elements and Adoption of a Sports Culture: The Case of Academic Staff of Chartered Public Universities in Nairobi City County, Kenya
    (ESI Preprints, 2025-04-22) Mulili, Benjamin Mwanzia; Samuel Mwangi Maina; Kinyuru, Reuben Njuguna
    Adoption of a sports culture occurs when people make sports be part of their lives. This study investigated the mediating role of lifestyle habits and the moderating role of socio-ecological factors in the relationship between the integrated marketing communication mix elements and adoption of a sports culture among academic staff of chartered public universities in Nairobi City County, Kenya. The inquiry was based on the theory of planned behaviour (TPB), communication theory, Attention-Interest-Desire-Action (AIDA) model, and the diffusion of innovation theory. The realism paradigm and a descriptive survey research design were used for the study. The researchers sampled 372 academic staff members from five chartered public universities based in Nairobi City County using stratified random sampling. Binomial logistic regression was used in the data analysis since the dependent variable was categorical in nature. The study established that integrated marketing communication mix elements predicted the adoption of a sports culture, with lifestyle habits mediating and socio-ecological factors moderating the relationship between integrated marketing communication mix elements and adoption of a sports culture by the academic staff members of the identified institutions. The study recommends that managers of healthpromoting sports clubs should consider the integrated marketing communication mix elements, lifestyle habits, and the socio-ecological factors when designing their communication programs
  • Thumbnail Image
    Item
    Integrated Marketing Communications Mix and Adoption of a Sports Culture by Academic Staff of Chartered Public Universities in Nairobi City County, Kenya
    (Kenyatta University, 2025-11) Mulili, Benjamin Mwanzia
    The practice of using ideas from the experience of others in the making and implementation of policy locally is not new. It can be an effective way for governments to learn what to pursue and what to avoid. Governments discovered that instead them to engage in the slow process of learning by doing, they can simply learn by observing the policy experience of others. Therefore, it should be possible for one government to pick policy ideas, in whole or parts, with the view to using it to help solve an existing policy challenge in their own system. Scholars have ascribed different names to explain this process. These include diffusion, transfer, lesson drawing, policy mobilities and translation among various cognates. While slightly different, what these related fields of studies have in common is that they attempt to trace the movement of policies from one setting to another, helping to address questions such as: why and how policies move, who is involved in this movement, what actually is moved, and who is involved in this process. However, despite the extensive nature of the literature, gaps still exist in relation to the capacity of the policy receptors to incorporate borrowed lessons. Similarly, agency, motive, cognition, capacity and time are all in need of further development. This thesis is designed to help fill these gaps. It draws on Punctuated Equilibrium Theory to complement the Policy Transfer heuristic to provide a theoretical prism to investigate the phenomenon. Inductive-interpretive method was used to extend Critical Realism research to study the interaction of agency and structure. Thus, two main data collection approaches were used: primary document review and semi-structured interviews. Based on interviews with 24 Task Force members, sourced through purposive and snow-ball techniques (complemented primarily by official publications of Kenya‘s Ministry of Health, and the World Health Organization), this study inductively conducted Braun and Clarke‘s Six-Step thematic analysis. The findings showed that lessons have been offered to Kenya Task Force by the WHO, the former utilized the lessons in coming up with Kenya‘s COVID-19 measures; and that the WHO advice was combined with ideas borrowed from other sources. The study also found that the Task Force members actively (and willingly) participated in the transfer process; thus they had a positive relation with the WHO. Furthermore, despite some delays in declaring the pandemic and in generating Kenya‘s initial responses, the WHO was generally prompt in guiding Kenya to enact national guidelines. This study discovered that, after the initial transfer, the transfer actors have improved their response time for the integration of lessons in the second wave. However, it slowed in the third. Other findings were: there were xxi varied choices among Task Force members on specific choices, the Task Force members had the needed agency to determine the transfer and no conflict was found between the sending actors and the receiving actors of the IPC. Finally, the study also found that the capacity of Kenya at the outset of the pandemic was mixed: it had a pre-existing IPC but suffered the dearth of key infrastructure and supplies. Despite this, Kenya provided support to its contiguous neighbors (Seychelles, Somalia and South Sudan) who were in much dire needs. The study thus concluded that the transfer of the IPC measures from the WHO was instrumental to Kenya‘s COVID-19 policies. Therefore, this thesis recommends reducing the number of Task Forces in future pandemics, sustaining the voluntary nature of international health regulation, making timely decisions, encouraging accountability and transparency within Task Force membership and robust investment in Kenya‘s health sector
  • Thumbnail Image
    Item
    Mixed Methods Research Design Explained
    (Cari Journals, 2025-05) Mulili, Benjamin Mwanzia; Maina, Samuel Mwangi; Kinyuru, Reuben Njuguna
    Purpose: This paper examined how research paradigms determine, among many other things, the types of data collected and the methods used to collect and analyze the data. The key differences and similarities between qualitative and quantitative approaches were identified, before explaining why and how mixed methods research is conducted. Methodology: The paper reviewed extant literature touching on qualitative, quantitative, and mixed methods research designs. Findings: The paper highlighted the conditions that favor the use of the mixed methods research design. In addition, the advantages associated with mixed methods research design were emphasized in the paper. Unique Contribution to Theory, Policy and Practice: The paper pointed the need to consider a researcher’s paradigm, ontology, epistemology, axiology, methodology, and methods when deciding the research design to adopt. The authors recommended greater adoption of the mixed methods research design among academicians and practitioners, especially when the research issues are multifaceted, broad, and complex
  • Thumbnail Image
    Item
    Promotion of a Sports Culture in Kenya
    (Cari Journals, 2025-04) Mulili, Benjamin Mwanzia; Mwangi, Samuel Maina; Kinyuru, Reuben Njuguna
    Purpose: This paper reviewed conceptual literature related to the promotion of a sports culture in Kenya. The paper highlighted the benefits associated with engaging in physical exercises and it emphasized the role of health-promoting sports clubs as suitable avenues for undertaking organized physical activities. Methodology: The paper was based on extensive review of extant conceptual, theoretical, and empirical literature related to promotion mix elements, health-promoting sports clubs, and adoption of a physical activities culture. Findings: The paper found limited use of the promotion mix elements of advertising, personal selling, sales promotions, public relations, and direct marketing in the promotion of a sports culture among academic staff of chartered public universities in Nairobi City County, Kenya. Unique Contribution to Theory, Policy and Practice: The paper points out areas that need to be addressed by policy makers and practitioners in order to improve membership to health promoting sports clubs, and to encourage more people to adopt a physical activities culture.