Digital Marketing Practices and Performance of Small and Medium Enterprises in Nairobi City County, Kenya
| dc.contributor.author | Otieno, Calvin Omondi | |
| dc.contributor.author | Mutinda, John | |
| dc.date.accessioned | 2025-10-03T11:37:10Z | |
| dc.date.available | 2025-10-03T11:37:10Z | |
| dc.date.issued | 2024 | |
| dc.description | Article | |
| dc.description.abstract | The effect of digital marketing on success of Small and medium enterprises serve 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 SMEs in Nairobi City County, Kenya. The specific 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 serve 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 SMEs were targeted. Stratified sampling was used to cluster the SMEs into seven categories. Krejcie and Morgan sampling technique was used to sample 290 SME owners. Primary data was gathered through a questionnaire. A pilot study was done in Nairobi City County and targeted 29 SMEs owners, at least five from each the seven categories. The research analyzed data through SPSS where descriptive and inferential statistics was generated. Data was displayed in tables and figures. The study concluded that search engine marketing, content marketing, data-driven marketing and social media marketing affected the performance of SMEs 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 SMEs 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.issn | : 2617-4138 | |
| dc.identifier.uri | https://ir-library.ku.ac.ke/handle/123456789/31517 | |
| dc.language.iso | en | |
| dc.publisher | IJARKE Business & Management Journal Vol. 6, Issue 4 | |
| dc.title | Digital Marketing Practices and Performance of Small and Medium Enterprises in Nairobi City County, Kenya | |
| dc.type | Article |