Browsing by Author "Mbithi, Lucy"

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    Effect of Online Marketing Strategies on Customer Engagement in Pharmaceutical Industries in Kenya: A Case of Selected Pharmaceutical Companies in Nairobi County
    (Daystar University, School of Business and Economics, 2023-10) Mbithi, Lucy
    This study aimed at determining the effect of online marketing strategies on customer engagement in pharmaceutical industries in Kenya. Theoobjectives0of the study were to identify the various online marketing strategies adopted by selected pharmaceutical companies in Nairobi County, Kenya; establish the key indicators of customer engagement among the selected pharmaceutical companies in Nairobi County, Kenya; determine the effect of online marketing strategies on customer engagement among the selected pharmaceutical companies in Nairobi County, Kenya. The study was anchored on two theories, namely, Game theory in marketing strategies and the customer engagement theory. This study adopted a descriptive research design and the target population consisted of 60 marketers and salespersons of the three selected pharmaceutical companies in Nairobi County. The study used census technique where all 60 marketers and salespersons of the three selected pharmaceutical companies participated in the study. Quantitative data was analyzed using descriptive and inferential statistics with the aid of SPSSV28. Qualitative data was analyzed through content analysis and presented in pros form. The study established that pharmaceutical companies in Nairobi County had adopted various online marketing strategies which include Search Engine Optimization, Pay Per Click Ads, Email Marketing and Social Media Marketing Strategy. The study concluded that marketing strategies had an effect on customer engagement in pharmaceutical companies in Nairobi County and that there exists a positive significant correlation between marketing strategies and customer engagement. The study recommends that pharmaceutical companies should conduct comprehensive market research before adopting online marketing strategies and invest time and resources in understanding their target customers.