Journal Articles
Permanent URI for this communityhttp://41.89.31.6:4000/handle/123456789/313
Welcome to Journal articles community
Browse
2 results
Search Results
Item Effect of digital marketing on performance of insurance firms in Nairobi County.(The Strategic Journal of Business & Change Management,, 2024-07) Makena;, Benedicto; Maore, Stephen Kirimi; Muriithi, SimonThe general objective of this study was to investigate the effect digital marketing tools have towards the success of insurance in Nairobi County. The leading objectives includes establishing the influence of website marketing, social media marketing, search engine optimization marketing and content marketing on the success of insurance firms in Nairobi County. The researcher conducted a survey on the 62 accredited insurance in Nairobi County. The researcher targeted employees from marketing departments for all sampled insurance firms so as to gather the right and meaningful data concerning the impact by digital marketing tools on outcomes. Data was collected using questionnaires and analyzed with the help of data analysis software, Statistical Packages for Social Sciences version 23 was on the analysis platform and presentation of findings by statistical tables and charts. It was found that the website marketing was satisfactory (M=3.31, SD = 1.18), and performance (M=3.11, SD = 1.03). However, it was found to have a positive but significant (p < 0.5) relationship with performance (r = .708, p = 0.000 < 0. 5) at 5% level of significance. It was found that the social media marketing was satisfactory (M=3.67, SD = 1.05), and performance (M=3.11, SD = 1.03). However, it was found to have a positive but significant (p < 0.5) relationship with performance (r = 0.954, p = 0.000 < 0. 5) at 5% level of significance. It was found that the search engine optimization was satisfactory (M=2.61, SD = 1.01), and performance (M=3.11, SD = 1.03). However, it was found to have a positive but significant (p < 0.5) relationship with performance (r = 0. 778, p = 0.000 < 0. 5) at 5% level of significance. It was found that the content marketing was satisfactory (M=3.26, SD = 1.22), and performance (M=3.11, SD = 1.03). However, it was found to have a positive but significant (p < 0.5) relationship with performance (r = .740, p = .000< 0. 5) at 5% level of significance. The study recommended that the insurance firms invest more resources into social media marketing due to its growing popularity of among the younger population. Insurance firms should officiate their digital channels and acquire competent digital managers whose job description is to coordinate communication patterns and vet content before release to maintain quality and ensure timeliness of the release of relevant information. The study also recommended that insurance firms utilize different types of digital communication tools to increase the rate of information spread and reach a wider audience.Item Influence of Exporters’ Marketing Competence on Export Performance Among Small and Medium Enterprises in Nyeri County(Academic Journal of Social Sciences and Education, 2023-09) Maina, Ibrahim Ndegwa; Maore, Stephen Kirimi; Kiama, MichaelEnhancing export performance is crucial for firms based in developing countries that view the global marketplace as a means to ensure growth, survival or competitiveness. However, succeeding in export markets remains a challenging task for small and medium enterprises SMEs operating in developing countries like Kenya. The objective of this research was to assess the influence of exporters’ marketing competence on export performance. The study was anchored in the resource-based theory. The current study employed a descriptive survey design. SMEs in Nyeri County adopted as unit of observation while the owners and managers of the SMEs were the unit of analysis. A sample of 130 respondents drawn from 26 SMEs in Nyeri County were used. A structured self- administered questionnaire was used to collect data. A pre-test was carried out in Murang’a County to ensure the validity and reliability of the instrument. Descriptive and regression analysis was used to analyse the data using SPSS V28; and results presented using tables. There was a strong positive correlation (r=0.857) between the independent variables and export performance. These variables in a collective manner explained an approximate of 73.5% of the variation observed in the export performance of SMEs in the town. The associated significance level (p-value) of .000 indicated that this relationship was statistically significant at the chosen significance level. The results showed that marketing competence (p<0.001) was significant. The study concluded that export performance of SMEs in Nyeri County Kenya is determined by marketing competence. The researcher recommended that SMEs ought to actively engage with government authorities to address the issues affecting their export performance.