Browsing by Author "Mulili, Benjamin Mwanzia"

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    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
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    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
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    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.