Effect of Digital Marketing Strategies on Organizational Performance of Multinational Companies in Kenya: A Case of Selected Multinational Pharmaceuticals
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Date
2022-08
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Daystar University, School of Business and Economics
Abstract
The study assessed the effect of digital marketing strategies of select multinational pharmaceutical companies operating in Kenya. The objectives were to identify the various digital marketing strategies, key indicators of performance, and the relationship between digital marketing and performance of multinational pharmaceutical companies in Kenya. The technology acceptance model, diffusion of innovation theory, unified theory of acceptance and use of technology, and performance theory guided the study. A descriptive research design was utilized. The population comprised 35 multinational pharmaceutical companies, with 138 employees from the marketing, sales, and finance departments. Data analysis was done using Statistical Package for the Social Sciences (SPSS), version 27, software. Different statistical methods of data analysis were used including descriptive statistics, Pearson Correlation analysis, and multiple regressions. The study found a strong positive correlation between organizational performance and web marketing strategy (correlation of 0.512) and a strong positive relationship between social media marketing strategy and organizational performance (a correlation of 0.638). There was a significant positive correlation between mobile marketing strategy and organizational performance (correlation coefficient of 0.473), and between email marketing strategy and organizational performance (correlation of 0.402). The study concludes that multinational pharmaceutical companies have adopted digital marketing strategies, which had enhanced performance of the organization by 49.3%. The study recommends the adoption of digital marketing strategies by multinational pharmaceutical companies to connect and reach customers on time and effectively. The companies should also ensure that strategies are in place to increase their market share, the number of customers, sales growth, and operational efficiency.
Description
MASTER OF BUSINESS ADMINISTRATION in Strategic Management and Marketing
Keywords
digital marketing strategies, multinational pharmaceutical companies, technology acceptance model
Citation
Lodenyi, M. M. (2022). Effect of Digital Marketing Strategies on Organizational Performance of Multinational Companies in Kenya: A Case of Selected Multinational Pharmaceuticals. Daystar University, School of Business and Economics