The Effect of influencer marketing on brand loyalty among Small and Medium Enterprises in Nairobi City County
Date
2023
Authors
Omani, K. M.
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Publisher
Strathmore University
Abstract
There are various challenges facing Small and Medium Enterprises in Nairobi City County. It is significant that SMEs develop appropriate marketing strategies that would give them a competitive edge against well-established organizations. Marketing is a critical element in achieving brand loyalty, objectives and goals, which then leads to positive increases the performance of an organization. The main objective of the study was to establish the effect of influencer marketing on brand loyalty among small and medium enterprise in Nairobi City County. To achieve this objective, the researcher focused on the following specific objectives; to establish the effect of digital, celebrity, and expert influencers on brand loyalty among small and medium enterprises in Nairobi City County. The study was anchored on social learning theory, and Trust-Commitment theory. The study also adopted a descriptive research design in conducting the research with a target population of the top 100 small and medium enterprises operating in and licensed by Nairobi City County. The study focused on the top 100 SMEs because they are likely to have well organized marketing activities, marketing personnel, social media presence and influencer marketing. A total sample of 200 respondents were drawn from the top 100 small and medium enterprises using purposive sampling technique. The primary data was collected by the use of a structured questionnaire, which consisted of closed-ended statements and questions. The collected data was inspected for completeness and accuracy, thereafter coded in a Statistical Package for Social Sciences (SPSS) Version 26 for analysis. The data was analyzed using both descriptive, and inferential statistics and the results presented in form of tables and figures. The study findings indicated that the effect of digital influencers was statistically significant to predict the brand loyalty. Similarly, the findings revealed that celebrity influencers exhibited a positive and moderate relationship with brand loyalty and it had a significant positive effect on brand loyalty. The study equally demonstrated that expert influencers had significant positive effect on brand loyalty. The study concluded that the revealed positive relationship between influencer marketing and brand loyalty means that SMEs in Nairobi City County have embraced influencer marketing (digital, celebrity and expert) as a significant marketing strategy to build a strong competitive advantage. This study concentrated on the Small and Medium Enterprises; therefore, this study recommends a similar study to be conducted on other sectors of the economy like manufacturing companies.
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Citation
Omani, K. M. (2023). The Effect of influencer marketing on brand loyalty among Small and Medium Enterprises in Nairobi City County [Strathmore University]. http://hdl.handle.net/11071/13426