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
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Date
2025-04-22
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Publisher
ESI Preprints
Abstract
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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Citation
Mulili B.M., Maina S.M. & Kinyuru R.N. (2025). 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. https://doi.org/10.19044/esipreprint.4.2025.p543