Browsing by Author "Dosso, Wario"

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    Digital Marketing Strategies and Business Performance in Petroleum Retailers in Kenya: A Case of Hass Limited
    (Daystar University, School of Business and Economics, 2024-10) Dosso, Wario
    The petroleum industry faces significant challenges in maintaining and enhancing business performance, particularly in the realms of market share, sales growth, customer satisfaction, and brand preference. The decline in business performance among petroleum firms can be attributed to various factors, including shifts in consumer behavior and increased competition, which have been exacerbated by the rapid evolution of digital marketing strategies. The use of digital marketing strategies has created prospects for petroleum retailers’ companies to interact with and engage their customers effectively and efficiently. However, petroleum retailers’ firms have not fully exploited the prospects of these strategies to the maximum. Therefore, the purpose of this was to determine the effect of digital marketing strategies on the business performance of petroleum retailers in Kenya: A case of Hass Limited Kenya. This study was guided by three specific objectives: identifying the digital marketing strategies adopted by Hass limited, assessing the level of business performance in Hass limited and establishing how digital marketing strategies influence marketing performance in Hass limited, Kenya. Social Exchange Theory, Innovation Diffusion Theory and RBV View Theory informed the study. The study adopted a descriptive research design with a population of 528 employees of Hass Petroleum Limited. It targeted all 148 staff members in Kenya from the three departments (sales, marketing, and management team). It used Yamane Taro (1967) to sample 108 respondents. Also, the study used a structured questionnaire to collect primary data. It analyzed both descriptive and inferential statistics using Statistical Packages of Social Sciences (SPSS) version 26.0. The findings established that Hass limited, Kenya had adopted search engine optimization, email marketing strategy, social media strategy and mobile marketing strategy as digital marketing. The findings also revealed that Hass Petroleum Ltd in Kenya used market share, sales increase, customer satisfaction, and brand preference as measures of business performance. Finally, the findings indicated that digital marketing strategies affected the business performance of Hass limited Ltd, Kenya. Specifically, the mobile marketing strategy had a strongly significant relationship with business performance as r=0.770 and p=0.000. Furthermore, the study recommended that the company should be innovative and employ a social media strategist who can be able to navigate to share information with new customers in TikTok and WeChat.