Electronic Banking Dynamics and Growth of Digital Marketing of Commercial Banks in Kiambu County, Kenya
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Date
2023
Authors
Ithalii, Patriciah Gakii
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
The adoption of digital banking to deliver all banking services has continuously risen globally as users get more comfortable using the Internet and mobile channels for banking. However, the growth of digital marketing has significantly been dismal within the financial sector of Kenya. The goal of the study was to ascertain how digital banking dynamics influence the growth of digital marketing of banks in Kiambu County of Kenya. The study's goal was to determine the influence of; ICT Infrastructure, Institutional capacity, Regulatory framework, and operational risks on the expansion of digital marketing among banking institutions in Kiambu County. This study was guided by the Unified Theory of Acceptance and Use of Technology, reasoned action, and the theory of technological acceptance. This study utilized a descriptive design. The study targeted ten banks within Kiambu County; consequently, a census was employed covering 60 employees. A structured questionnaire was used through the pick-and-drop method. Inferential statistics and descriptive statistics were used for data analysis. However, only three of them were statistically significant. The study recommended that commercial banks build a reliable ICT infrastructure to enhance the growth of digital marketing. All stakeholders should put in place measures to mitigate the operational risks impacting the development of digital marketing. The study also recommended that commercial banks allocate adequate resources to support digital marketing and that the government and the regulators draft and implement relevant legal frameworks to support the growth of digital marketing. The results of this research will be helpful to commercial banks and regulators in the banking industry. This research will be used by the government and, in the future, by academics. All data collected from respondents was kept private following ethical norms. The investigator additionally obtained approval from the relevant research institutions.
Description
A Research Project Submitted to the School of Business in Partial Fulfilment of the Requirement for the Award of a Degree in Master of Business Administration (Marketing) of Kenyatta University
Keywords
Digital marketing growth, Electronic Banking Dynamics, ICT Infrastructure, Institutional capacity, Regulatory framework, operational risks