The Impact of digital marketing strategies on consumer purchase intention - a case study of Unilever Kenya Limited
Date
2025-11
Authors
Muturi, M. N.
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Publisher
Strathmore University
Abstract
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
Description
Full - text undergraduate research project
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Citation
Muturi, M. N. (2025). The Impact of digital marketing strategies on consumer purchase intention—A case study of Unilever Kenya Limited [Strathmore University]. http://hdl.handle.net/11071/15807