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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 Effect of Digital Advertising Strategy on the Organizational Performance of Soft Beverage Manufacturing Companies in Nairobi County, Kenya(EPRA International Journal of Economics, Business and Management Studies, 2025-07) Ndungu, Lydiah Muthoni; Mbebe, James Nzili; Muriithi, SimonFamily-owned businesses are a vital component of Kenya’s economy, with Nairobi County serving as a key hub for their operations. Despite their economic significance, many face persistent performance challenges. Only 33% survive into the second generation, and a mere 15% reach the third. This decline is largely attributed to lack of open innovation, which limits competitiveness and responsiveness to market changes. The objective of the study was to determine the influence of open innovation strategy on the performance of family-owned businesses in Nairobi County, Kenya. The theoretical foundation of the study was the Strategic Choice Theory, adopted positivist philosophy and used ex post facto research design. The target population was top and middle managers from 226 family-owned businesses in Nairobi County. The sample size consisted of 399 respondents. Data was collected by structured questionnaires and analyzed through descriptive and inferential statistical methods. The findings show that open innovation significantly influences performance of family-owned businesses (β = 0.613, p < .001). It was concluded that open innovation is a transformative strategy for family-owned businesses seeking sustained performance and growth. The study recommended that financial institutions and development agencies should prioritize funding models that incentivize open innovation, enabling family firms to collaborate externally and enhance performance. Such innovation initiatives will empower smaller businesses to remain competitive and resilient in rapidly evolving markets.Item Relationship between Education Sponsorship and Brand Equity amongst Beverage Companies in Nairobi City County(INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS), 2024-03) Muchira, Gatana Michael; Maore, Stephen; Muriithi, SimonGlobal competition has called for companies to be more innovative in the way they position their brand to achieve a competitive edge. Therefore, companies have adopted more non-traditional ways to showcase their products each more audiences as possible, one of the innovative ways of marketing that have gained more attraction among corporate marketers is corporate sponsorship. Marketers have found corporate sponsorship to be more effective in creating brand awareness and re-shaping brand attitudes amongst prospective customers. The purpose of the current study was to investigate the relationship between corporate sponsorship and brand equity among beverage companies in Nairobi County. The specific objectives of the study were to establish the relationship between education sponsorship and brand equity amongst beverage companies in Nairobi City County. The study involved 237 public relations and marketing managers in 10 beverage companies sponsoring different education. Sampling for the study was conducted through a stratified random sampling technique. Data for the study was collected using questionnaires that were administered physically as well as online. Collected data was analyzed through descriptive and inferential analysis. Descriptive statistics included: mean, frequency, percentage, and standard deviation. Inferential analysis on the other hand included correlation as well as regression analysis. Education sponsorship and Brand Equity revealed a β = 0.254, t= 2.566, and a p-value of 0.012. The study concluded that education sponsorship had a positive and significant relationship with brand equity. Public relations managers and marketing managers need to identify needy and also bright students in society who are enrolled in schools by giving them scholarships to boost their corporate image.Item ANALYSIS OF FACTORS INFLUENCING BANKS’ CUSTOMER LOYALTY: CASE OF COMMERCIAL BANKS IN NAIROBI CBD, KENYA(International Academic Journal of Human Resource and Business Administration, 2020-09) Kibui, Priscila Nyawira; Muriithi, Simon; Mbebe, JamesCustomer loyalty has been one of the top tools for a successful business. This study aimed to establish the factors that influence customer loyalty with reference to the case study of commercial banks in Kenya. This study focused on tier 1, tier 2 and tier 3 banks respectively. These banks have grown exponentially over the years and have a huge client base. This study had its underpinning on the theory of Disconfirmation. This theory argued that ‘client loyalty and satisfaction was related to the size and direction of the disconfirmation experience that occurs as a result of comparing service performance against expectations. The study adopted the descriptive survey design. The target population of this study was 1199327 bank customers (retail and corporate) in Tier 1, Tier 2 and Tier 3 bank branches in Nairobi CBD. The study applied stratified and simple random sampling to select a sample of 384 respondents for the study. Data was collected by use of self-administered Semi structured questionnaire. Before the questionnaire was administered, consent was sought from the respondents. On completion, the researcher organized the data received, coded, edited and tabulated to check accuracy, completeness and storing it in appropriate form. Descriptive statistics such as frequencies, percentages, mean score and standard deviation were estimated for all the quantitative variables and information presented in form of tables. The qualitative data from the open-ended questions was analysed using conceptual content analysis and presented in prose. Inferential data analysis was done using regression and correlation analysis. The regression analysis was used to establish the relations between the independent and dependent variables. The Statistical Programme for Social Studies (SPSS) version 25 was used in the running of the statistical data output. The analyzed data was presented in form of narrative, bar graphs, pie charts and frequency tables. The study found that the bank employees are always willing to help and the services provided by the bank are reliable. The study the bank charges competitive interest rates on loans. The study also found that the bank was perceived to be strong and stable. The study further found that the customer is most satisfied with the multitude of products in the bank. The study concluded that product variety had the greatest effect on the customer loyalty on commercial banks in Nairobi, followed by service quality, then price regimes brand perception had the least effect to the customer loyalty on commercial banks in Nairobi. The study recommends that the banks should be focused on the quality of the product in order to sustain the loyalty of their quality seeking customers. The study recommends that the banks should strive to improve its image among the consumer by participating in various CSR projects that will enable them to offer support to people seeking growth opportunities.