Effect of Digital Marketing Strategies on The Customer Engagement in Micro Small and Medium Enterprises in Nairobi, County, Kenya.

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dc.contributor.authorKithandi, Charles Katua
dc.contributor.authorKithandi, Dennis Katisya
dc.date.accessioned2025-01-09T07:35:35Z
dc.date.available2025-01-09T07:35:35Z
dc.date.issued2024
dc.descriptionJournal Article
dc.description.abstractDigital marketing strategies are crucial for the growth and success of Micro, Small, and Medium Enterprises (MSMEs). These strategies enable MSMEs to effectively compete in the market, reach a larger audience, and achieve business objectives. The purpose of this study is to examine the Effect Of Digital Marketing Strategies on The Customer Engagement In Micro Small And Medium Enterprises In Nairobi County, Kenya. The study employed a descriptive research design. This study use qualitative design methods. For the purposes of this study. Structured questionnaires were used to collect data and were administered to the owners of MSMES in Nairobi City County. The study employed simple random sampling. The sample size was 60. SPSS research analysis tool was used emphasizing on the Multiple Regression Analysis and the Spearman Correlation Coefficient among others to assess the magnitude and relationship and thus come up with a finding of the relationship of the independent and dependent variables. There exists a positive significant correlation between digital marketing strategies and customer engagement among the selected MSMES in Nairobi County. There exists a positive correlation between search engine optimization and customer engagement among MSMES in Nairobi County. There exists a positive relationship between pay per click ads and customer engagement among MSMES in Nairobi County. There exists a positive relationship between email marketing strategy and customer engagement among MSMES in Nairobi County. There exists a positive relationship between social media marketing and customer engagement.
dc.identifier.citationKithandi, C. K., & Kithandi, D. K. (2024). Effect of Digital Marketing Strategies on The Customer Engagement in Micro Small and Medium Enterprises in Nairobi, County, Kenya. International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
dc.identifier.issn2349-7807
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/5856
dc.language.isoen
dc.publisherInternational Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
dc.relation.ispartofseries(11)4
dc.subject: Digital Marketing Strategy
dc.subjectCustomer Engagement
dc.subjectMicro Small and Medium Enterprises (MSMES)
dc.titleEffect of Digital Marketing Strategies on The Customer Engagement in Micro Small and Medium Enterprises in Nairobi, County, Kenya.
dc.typeArticle

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