SU+ Digital Repository

SU+ is an online repository for the preservation and promotion of assorted digital content at Strathmore University

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[ISSN 2519-5883]
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Now showing 1 - 5 of 7

Recent Submissions

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The Influence of emotional marketing appeals on customer satisfaction among Safaricom customers in Nairobi County
(Strathmore University, 2025) Maningi, S. B.
Over the past years, researchers have studied the importance of emotional appeals in influencing consumer behavior and satisfaction. Emotions play a key role in consumer decision-making since attitude, perception, and purchase intentions are influenced (Acharya, 2018). As firms try to establish ongoing relations with their target audiences, the relationship between emotional marketing appeals and consumer happiness has become a top priority. As the evolution in advertising advanced, theorists and practitioners went deeper into the psychological underpinnings of emotional appeals. Theories such as ELM (Elaboration Likelihood Model) and EAR (Emotional-Affective Response Model) created frameworks that defined how precisely the process of emotional stimuli influences the cognitive processing of information and thus leads to a certain kind of decision making (Dhandhnia & Tripathi, 2018). These theories underlined how imperative emotional resonance is to the making of persuasive marketing messages.
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The Impact of digital marketing strategies on consumer purchase intention - a case study of Unilever Kenya Limited
(Strathmore University, 2025-11) Muturi, M. N.
Digital marketing has emerged as a transformative force in shaping consumer behaviour and purchase intentions in today's highly competitive and interconnected marketplace. With the proliferation of digital platforms and technologies, businesses face growing challenges to engage consumers effectively and foster brand loyalty. The main objective of the study was to investigate the influence of digital marketing strategies, including mobile marketing, social network marketing, content marketing, and website design marketing, on consumer purchase intention with the general objective of this study been to determine the impact of digital marketing strategy on consumer purchase intention in Unilever Kenya limited and the specific objectives including:To determine the impact of mobile marketing on consumer purchase intention at Unilever Kenya Limited, To establish determine the impact of social media marketing on consumer purchase intention at Unilever Kenya Limited ,To determine the impact of website content on consumer purchase intention at Unilever Kenya Limited and to establish the influence of content marketing on consumer purchase intention at Unilever Kenya Limited. The study adopted a descriptive crosssectional survey design targeting 384 Unilever consumers in kenya. The anchoring theory of the study being Diffusion of innovation theory and the supporting theory of the study been Technology of acceptance modei(TAM). Purposive sampling approach was adopted focusing on a sample of 384 respondents. Primary data was collected through structured questionnaires which were administered to respondents through a pick and drop method. Descriptive statistics-mean statistics and standard deviation and multiple linear regression under inferential statistics were used in the analysis of the data. The results indicated that digital marketing strategies had a significant and positive impact on consumer purchase intention while one had a negative impact, with content marketing and social marketing showing the strongest influence, followed by website design, which showed a significant positive impact, while mobile marketing showed a negative influence. The study reveals that digital marketing strategies on mobile marketing, social media marketing, content marketing, and website design serve as significant predictors of buyer behaviour for sustainable purchasing. Thus, marketers should execute an all-inclusive approach, with a focus on the mentioned areas that would maximize consumer engagement and purchase intention. Further research on other digital marketing strategies is encouraged to influence consumers' purchasing decisions. Keywords: digital marketing strategies, mobile marketing, social media marketing, content marketing, website design marketing, consumer purchase intention
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Medical negligence: making a case for the Bolitho test in determining negligence cases in Kenya.
(Strathmore University, 2024) Muli, F. M.
In Bolam v Friern Hospital Management Committee the Bolam test was set out for breach of duty of care to be constituted by acting contrary to standard of procedure which comes from the opinion of a body of expert opinion. The problem with this was the weight that it gave an expert opinion was greater than all other evidence that is produced before the court and solely focused the court on established practice. The Bolitho test from the case of Bolitho v City and Hackney Health Authority, came as a replacement for the test with its focus on the reasonableness of practices undertaken in the delivery of medical care, its focus shifted from what ought to be done in a situation ignoring the unique variables and went to whether the actions undertaken considered the patient’s safety regardless of the body of expert medical opinion being in contradiction. In Kenya, the standard test for the determination of negligence is the use of the Bolam test as seen in the case of Trustees Registered Maua Methodist Hospital v Penina Thirindi Koome (Suing as the Legal Representative of Rooney Mutharimi (Deceased) where the test was restated that breach of duty of care arises from the deviation from the normal practices to be determined by a responsible body of opinion of medical practitioners. This test has been restated in a majority of the cases of medical negligence with courts rarely ruling contrary to their opinion.
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Cybercrimes in the Kenyan banking industry: a review of the legal framework on digital evidence admissibility
(Strathmore University, 2024) Nyakiega, E.
The research reviews the Kenyan legal framework on cybercrimes with a specific focus on the admissibility of digital evidence in court when such crimes occur in the banking industry. It then proceeds to tackle the research problem by addressing the following research objectives: First, it identifies the legal framework on cybercrimes, cybersecurity and digital evidence admissibility. It then proceeds to investigate challenges and gaps presented by the legal framework when investigating and prosecuting cybercrimes in the banking industry; finally, through a comparative study of South Africa, Malaysia and India, valuable insights are identified which Kenya can adapt to her context to alleviate the research problem. Through desktop research, the findings of this study reveal that the ubiquitous nature of the cyberspace poses great challenges in the terrestrial world when investigating and prosecuting cybercrime cases in the banking industry. It therefore proposes recommendations on the urgent need to reconsider and redraft the legal framework on digital evidence admissibility and cybercrimes to provide legal certainty. Lastly, this study is instrumental to scholars, researchers, policymakers and the Kenyan Government in reference to the research topic.
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Bridging the gap: achieving equal representation of the different demographic groups in the Kenyan parliament
(Strathmore University, 2024) Muoma, R. M.
The study’s intention is to raise awareness to the general public, researchers and students on the representative situation in Kenya so as to determine whether there is a balance of the religions, genders, counties and ethnicities population in comparison to their representation in the Parliament and Senate. To determine whether the representation in these two houses coincides with the population in Kenya. Before finally establishing the causes of the different variances in population and arriving at different findings to help solve the representative situation in Kenya. This study will apply both inductive and deductive reasoning. It will first conduct a quantitative and empirical analysis of the citizens and parliamentarians based on how the demographic groupings have been effectively distributed in both houses to determine whether there is a balance and whether the reality coincides with the expected results. It will thereafter conduct a historical analysis to arrive at the causes of the variation in the Parliament and the Senate. Before finally concluding by arriving at possible solutions to resolve the representation in the Kenyan Parliaments.