Effect of Social Media Influencer Marketing on Brand Campaign Performance in Kenyan Commercial Banks
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Date
2023-10
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Publisher
Daystar University, School of Communication
Abstract
Social influencer marketing has shown a relationship with brand performance; however, this has been largely emphasized within developed economies and has not received much research attention in countries like Kenya. This presents a knowledge gap central to this research in examining the effect of social media influencer marketing on brand campaign performance in Kenyan banks. This reviewed the effect of influencer recruitment and selection, social media strategies and public relations on the brand campaign performance. The study was grounded on the social network and relationship marketing theories. A descriptive survey design was used in this study which targeted marketing staff working within the communication and marketing department of 39 commercial banks in Kenya. Data was collected using questionnaires. The study used drop and pick method in data so as to allow participants ample time to respond objectively. SPSS was used to produce frequencies, descriptive, and ordinary least squares regression. The survey obtained 36 responses representing 92% of the target, making it adequate for quantitative analysis. The findings revealed that all the commercial banks-maintained Facebook and Twitter pages, 79% relied on WhatsApp, 39% routinely using, Instagram and only 28% conducted brand campaigns on LinkedIn profile. Regression showed that 32.9% of the changes in brand campaign performance for commercial banks are determined by social media influencer marketing. The study concluded that influencer recruitment and selection have significant effects on commercial banks’ brand campaign performance in Kenya. The study concluded that social media strategies and public relations did not significantly influence the brand campaign performance. The study recommends that banks should ensure that they work with social media personalities who are also professionals in the field to increase their credibility
Description
MASTER OF ARTS
in Communication
Keywords
Social Media Influencer Marketing, Brand Campaign Performance, Kenyan Commercial Banks
Citation
Wangila, B. N., (2023). Effect of Social Media Influencer Marketing on Brand Campaign Performance in Kenyan Commercial Banks: Daystar University, School of Communication