Social Media Marketing in Micro and Small Fashion Enterprises in Nairobi, Kenya
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Date
2016-12
Authors
Kisato, Jacqueline
Wandaka, Isabella
Rolle, JoAnne
Journal Title
Journal ISSN
Volume Title
Publisher
Center for Academic Research
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.
Description
A Research Article in the International Journal of Social Science and Business
Keywords
Social media, MSE, Nairobi County, Performance
Citation
Jacqueline, K., Isabella, W., & Rolle, J. Social Media Marketing in Micro and Small Fashion Enterprises in Nairobi, Kenya.