Social Media Marketing in Micro and Small Fashion Enterprises in Nairobi, Kenya

Abstract

In an age of consumer generated media, social media has a powerful role to play in marketing an enterprise’s brand online. Despite the growth of e-fashion and E-Marketing, there is paucity of scientific literature to analyze effect of social media marketing. In addition, scholars have questioned whether E-marketing is suitable for fashion related products, which do not allow the buyer to feel or fit the product. This study sought to establish the use of social media marketing and its effect on performance in fashion enterprises in Kenya. Random sampling method was used to select a sample size of 170 enterprises. Descriptive statistics was generated to describe the demographics of the respondents, characteristics of the enterprises and utilization of social media. Regression analysis and one way ANOVA was used to examine the linear relationships between social media use and performance. The main findings of the study were that Facebook marketing significantly influenced customer retention while twitter marketing significantly influenced return on investment, social media marketing was useful to increase market share in fashion enterprises.