Digital Marketing Practices and Performance of Small and Medium Enterprises in Nairobi City County, Kenya
| dc.contributor.author | Otieno, Calvin Omondi | |
| dc.date.accessioned | 2025-01-30T09:57:29Z | |
| dc.date.available | 2025-01-30T09:57:29Z | |
| dc.date.issued | 2024-10 | |
| dc.description | A Research Project Submitted to the School of Business, Economics and Tourism in Partial Fulfillment of the Requirements for the Award of the Degree of Master of Business Administration (Marketing Option) of Kenyatta University, October 2024. Supervisor John Mutinda | |
| dc.description.abstract | Small and medium enterprises serve a crucial part in any economy of creating employment and contribution to the gross domestic product. In Kenya, Small and Medium Enterprises have a significant mortality rate, with the majority failing to survive beyond their third year of operation. This has contributed to a weak base for industrial take off and sustainable development. The effect of digital marketing on success of Small and Medium Enterprises in Kenya is not clear and most studies have presented contextual gaps, conceptual gaps and methodological gaps. The general objective was to ascertain the effect of digital marketing on the performance of Small and Medium Enterprises in Nairobi City County, Kenya. The precise objectives were to determine the influence of search engine marketing, content marketing, data-driven marketing and social media marketing on performance of Small and Medium Enterprises in Nairobi City County, Kenya. The research was underpinned on technology acceptance model, marketing equity theory, social penetration theory and innovation diffusion theory. Descriptive research design was used where 17,116 Small and Medium Enterprises were targeted. Stratified sampling was used to cluster the Small and Medium Enterprises into seven categories. Krejcie and Morgan sampling technique was used to sample 290 Small and Medium Enterprises owners. Primary data was gathered through a questionnaire. A pilot study was done in Nairobi City County and targeted 29 Small and Medium Enterprises owners, at least five from each the seven categories. A pilot study was done to verify the validity and reliability of the data collection instrument. The research analyzed data through SPSS where descriptive and inferential statistics was generated. Data was presented in tables and figures. The study concluded that search engine marketing, content marketing, data driven marketing and social media marketing affected the performance of Small and Medium Enterprises in Nairobi City County, Kenya and that search engine marketing, content marketing, data driven marketing and social media marketing all had a favorable and substantial effect on the performance of Small and Medium Enterprises in Nairobi County. The research recommended that these organizations should prioritize achieving high search engine rankings for their website and ensuring that the website is easily accessible which would improve the overall performance of the agencies. Organizations, regardless of their overall effectiveness in content marketing, should prioritize the creation of an audience. Analyze the coherence and retention of their ideas to enhance their overall effectiveness. Businesses should give priority to conversion rather than leads. In the current market, this involves analyzing data to identify the specific locations where prospective clients allocate their time, and then tailoring relevant material to target them. Organizations should determine the social media platform on which their target audience allocates the most amount of time. | |
| dc.identifier.uri | https://ir-library.ku.ac.ke/handle/123456789/29491 | |
| dc.language.iso | en | |
| dc.publisher | Kenyatta University | |
| dc.title | Digital Marketing Practices and Performance of Small and Medium Enterprises in Nairobi City County, Kenya | |
| dc.type | Thesis |