The Effect ofE-Promotion Marketing Strategy on Performance of Small and Medium Manufacturing Enterprises in Embu County, Kenya
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Date
2025-06
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Journal of Marketing and Communication
Abstract
Small and Medium Enterprises (SMEs) significantly contribute to Kenya’s economy but face challenges affecting their growth and sustainability, especially from the promotional perspective. While research has consistently shown that e-promotion can enhance organizational performance, existing literature has not adequately examined the effect of e-promotion on the performance of manufacturing small and medium-sized enterprises in Embu County. This study investigates the effect of e-promotion marketing strategies on the performance of manufacturing SMEs in Embu County, Kenya. Guided by Dynamic Capability Theory and Innovation Diffusion Theory, a descriptive survey design was employed, gathering data from 45 SMEs through structured questionnaires. Descriptive analysis showed a positive perception of e-promotion (mean = 3.87), with managers agreeing that digital tools like social media and websites improve sales and market reach. Correlation analysis revealed a moderate positive relationship between e-promotion andSME performance (r = 0.501, p < 0.01). Regression results indicated that e-promotion has a significant positive effect on performance (β = 0.534, p = 0.000), meaning a one-unit increase in e-promotion strategy leads to a 0.534 unit increase in SME performance. The findings highlight the importance of digital marketing in enhancing SME competitiveness and growth in a dynamic business environment.
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Nzioka, J.F. & Murigi, E.M. (2025). The Effect of E-Promotion Marketing Strategy on Performance of Small and Medium Manufacturing Enterprises in Embu County, Kenya. Journal of Marketing and Communication. Vol8(1) pp. 18-2