Stakeholder Engagement During The Covid-19 Pandemic: Investigating The Role Of Digital Marketing Communications (Dmc) In Small And Medium Sized Enterprises (Smes) In Nairobi, Kenya
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Date
2023-10
Authors
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Journal ISSN
Volume Title
Publisher
School of Communication, Daystar University
Abstract
ABSTRACT
The COVID-19 pandemic had immense negative impacts on the global economy. While all businesses were affected, SMEs were strained the most, considering their limited resources. However, the pandemic also created a new digital economy that largely influenced the adoption and application of various digital marketing communication strategies for stakeholder engagement. This study investigates the role of digital marketing communications (DMC) in enhancing stakeholder engagement by SMEs in Nairobi, Kenya, during and after the pandemic. A survey questionnaire was used for data collection using both online and physical meetings with respondents. A quantitative research design was used in the current study. Quantitative data analysis was conducted using IBM SPSS Version 25. Upon data collection, complete surveys were received from 196 SMEs in Nairobi, Kenya. The most used digital marketing strategies included social media marketing, website marketing, and email marketing. Factors that influence the application of digital marketing communications be SMEs include financial capability, target stakeholders, and industry of operation. Additionally, a direct positive correlation was established between digital marketing adoption (and application) and stakeholder engagement by SMEs. Based on the findings, the researcher concluded that the COVID-19 pandemic offered new opportunities for SMEs to embrace digital marketing communications in stakeholder engagement. Although the application of DMC strategies has increased significantly, the realization of corresponding benefits depends on individual organizational capabilities to invest in digitalization-related resources. Key words: Digital marketing, stakeholder engagement, digital marketing communications, strategies.
Description
Masters Thesis
Keywords
Covid-19, Role Of Digital Marketing, Communications, Small And Medium Sized Enterprises, Nairobi, Kenya
Citation
Ojiambo, T. (2023, Thesis). Stakeholder Engagement During The Covid-19 Pandemic: Investigating The Role Of Digital Marketing Communications (Dmc) In Small And Medium Sized Enterprises (Smes) In Nairobi, Kenya. School of Communication, Daystar University