Electronic Marketing Strategies and Performance of Large Supermarkets in Nairobi County, Kenya

Abstract

Electronic marketing (E-marketing) refers to promoting products and services through the internet. In today’s business environment, it is no longer just about maintaining a social media presence but has become a central part of organizational strategy. E-marketing involves planning and running campaigns through digital platforms and online tools that help businesses connect with customers, share promotional content, and build stronger relationships. These tools include email marketing, search engine optimization, websites, affiliate programs, social media platforms, online ads, mobile marketing, viral campaigns, content marketing, e-distribution, banner ads, pay-per-click advertising, and even pop-ups. For retail businesses, e-marketing strategies are essential for growth and long-term success. They help supermarkets and other outlets reach a wider customer base, compete more effectively, and meet their performance goals. This study therefore set out to examine how e-marketing strategies affect the performance of large supermarkets in Nairobi County, Kenya. The specific focus was on content marketing, social media marketing, email marketing, and online advertising. The research was guided by four key theories: Dynamic Capabilities Theory, the Technology Acceptance Model (TAM), Innovation Diffusion Theory (DOI), and the Resource-Based View (RBV). A descriptive research design was used, targeting 120 staff members drawn from 12 supermarkets in Nairobi County. The study gathered data using questionnaires, which was then analysed through descriptive statistics (means, frequencies, percentages) as well as inferential statistics (correlation and regression) at a 5% level of significance. The results showed that each of the four strategies had a positive and significant influence on supermarket performance. Content marketing showed a strong relationship with performance (r = .818, p < 0.05), social media marketing also had a positive impact (r = .504, p < 0.05), email marketing showed a moderate positive effect (r = .352, p < 0.05), and online advertising was strongly linked to better performance (r = .816, p < 0.05). Based on these results, the study recommends that supermarkets should use digital platforms not only to promote products but also to communicate their values—such as sustainability, community service, and charitable activities—to strengthen content marketing. Since social media is particularly popular among young consumers, supermarkets should invest more resources in it. To maximize the benefits of e-marketing, businesses need to allocate adequate budgets, adopt systematic marketing approaches that target larger audiences, and encourage further research on policies around the use of customer information in digital marketing.