E-Marketing Utilisation among Apparel MSEs in Nairobi, Kenya
| dc.contributor.author | Kisato, J | |
| dc.contributor.author | Wandaka, I. | |
| dc.contributor.author | Muigai, D. | |
| dc.date.accessioned | 2022-11-09T09:58:13Z | |
| dc.date.available | 2022-11-09T09:58:13Z | |
| dc.date.issued | 2015 | |
| dc.description | A Research Article in the African Journal of Textile and Apparel Research | en_US |
| dc.description.abstract | The ubiquitous nature of the internet has provided a new marketing platform for the cotton, textile and apparel value chain. Utilisation of E-Marketing strategies has been challenging for many micro and small enterprises (MSEs) in Sub-Saharan Africa. In addition, there is paucity of data on how utilisation of E-Marketing affects the enterprise’s performance. This paper, investigated the utilisation of E-Marketing strategies and the influence on the performance of MSEs’ in the fashion/apparel industry in Nairobi County, Kenya. This study used a cross section analytical survey method and a questionnaire to collect data from 156 fashion enterprises that had an online presence by December 30th 2012. A sample size of 170 enterprises was selected from a population of 226 enterprises. The response rate was at 91.7%. The respondents were selected using simple random sampling method. The data was analyzed using (SPSS) version 19.0. Descriptive statistics were generated and frequency distributions were used to describe the demographics of the respondents, characteristics of the enterprises, utilization of EMarketing strategies and their effect on the MSE’s performance. Regression analysis and one way ANOVA were used to examine the linear relationships between the independent and the dependent variables. This study adds new knowledge on utilisation of E-Marketing in fashion MSEs in Nairobi county, Kenya and provides insight into how utilization of E-Marketing strategies affect performance. This study recommends that more fashion entrepreneurs should be innovative and keep abreast with developments in the eBusiness environment to increase their market share and profitability | en_US |
| dc.identifier.citation | Kisato J. Wandaka I. & Muigai D. (2015).E-Marketing Utilisation among Apparel MSEs in Nairobi, Kenya. African Journal of Textile and Apparel Research vol. 1 issue 1 | en_US |
| dc.identifier.uri | http://ir-library.ku.ac.ke/handle/123456789/24388 | |
| dc.language.iso | en | en_US |
| dc.publisher | African Journal of Textile and Apparel Research | en_US |
| dc.subject | E-Marketing strategies | en_US |
| dc.subject | MSE | en_US |
| dc.subject | Nairobi County | en_US |
| dc.subject | Performance. | en_US |
| dc.title | E-Marketing Utilisation among Apparel MSEs in Nairobi, Kenya | en_US |
| dc.type | Article | en_US |