The Effect of digital marketing channels on the brand performance: a case of fast-moving consumer goods companies in Nairobi County, Kenya
| dc.contributor.author | Injehu, M. D. | |
| dc.date.accessioned | 2025-04-15T11:07:17Z | |
| dc.date.available | 2025-04-15T11:07:17Z | |
| dc.date.issued | 2024 | |
| dc.description | Full - text thesis | |
| dc.description.abstract | Digital marketing is one of such realities that businesses are still grappling with understanding the best way around them. Marketers are faced with daily challenges on the channels to direct their resources to in a bid to reap maximum benefits from it. Fast moving consumer goods companies are among the largest advertisers in Kenya and are more inclined to use digital marketing channels to distinguish themselves from the competition, as these channels present more flexibility, real time optimization of campaigns as well as significant budget cuts compared to what would have been used in the case of traditional marketing such as print and billboards. While the perks are obvious, it remains a challenge for marketers to settle on a channel that brings forth maximum benefit for their brands given the dynamic nature of the different options that exist. The general objective of the study is to establish the influence of digital marketing channels on brand performance of FMCG in Nairobi. Its specific objectives include: to determine the influence of search platforms on the brand performance of FMCGs in Nairobi; to find out the influence of social media platforms on the Brand Performance of FMCGs in Nairobi; to examine the influence of content marketing on the brand performance of FMCGs in Nairobi; and to determine the influence of display ads on the brand performance of FMCGs in Nairobi. It was supported by Theory of Disruptive Innovation and the Resource Based View Theory. It applied positivism philosophy. It applied a descriptive cross-sectional research design since it was focused on describing the attributes of the participants involved in the study. It focused on ninety-one managers working within the FMCG companies which constituted the unit of observation. It applied structured questionnaires where pre-determined questions were posed to respondents. The data was then examined using the Statistical Package for Social Sciences (version 22) to conduct descriptive analysis and inferential analysis. The inferential analysis included the Pearson Correlation and the multiple regression model. The results were then presented using graphs and tables. The Pearson Correlation analysis indicated that all the predictor variables were positively and significantly correlated with the outcome variable. The predictor with the strongest correlation with the outcome variable was Social Media Marketing followed by Display Ads Marketing, Content Marketing and Search Engine Marketing, respectively. The regression model demonstrated a good fitness of fit. The ANOVA statistics revealed that there are both significant and statistically significant relationships between the predictor variables and the outcome variable. The Beta Coefficient analysis showed that the Social Media Marketing was the most critical determinant of Brand Performance, followed by Content Marketing, Search Engine Marketing and Display Ads Marketing, respectively. The study recommended that the Government can liaise with players in the FMCG industry to come up with appropriate control measures for addressing the issue of counterfeits which continue to affect brand image and reputation of these companies; and the management of FMCG companies need to increase their investment in digital marketing platforms so as to optimise this increasingly important facet of marketing by ensuring the buy-in by all organisational members, enhancing online visibility, drawing more organic traffic through the delivery of high quality content, on-page optimisation and key-word search. Most of the research on the adoption of digital marketing channels in the FMCG industry has focused on general performance rather than on brand performance, so this study will contribute towards building the body of knowledge on the correlation between digital marketing channels and brand performance, particularly in Kenya. | |
| dc.identifier.uri | http://hdl.handle.net/11071/15669 | |
| dc.language.iso | en | |
| dc.publisher | Strathmore University | |
| dc.title | The Effect of digital marketing channels on the brand performance: a case of fast-moving consumer goods companies in Nairobi County, Kenya | |
| dc.type | Thesis |