EFFECT OF DIGITAL MARKETING STRATEGIES ON THE CUSTOMER ENGAGEMENT IN MICRO SMALL AND MEDIUM ENTERPRISES IN NAIROBI COUNTY, KENYA

Abstract: Digital marketing strategies are crucial for the growth and success of Micro, Small, and Medium Enterprises (MSMEs). These strategies enable MSMEs to effectively compete in the market, reach a larger audience, and achieve business objectives. The purpose of this study is to examine the Effect Of Digital Marketing Strategies on The Customer Engagement In Micro Small And Medium Enterprises In Nairobi County, Kenya. The study employed a descriptive research design. This study use qualitative design methods. For the purposes of this study. Structured questionnaires were used to collect data and were administered to the owners of MSMES in Nairobi City County. The study employed simple random sampling. The sample size was 60. SPSS research analysis tool was used emphasizing on the Multiple Regression Analysis and the Spearman Correlation Coefficient among others to assess the magnitude and relationship and thus come up with a finding of the relationship of the independent and dependent variables. There exists a positive significant correlation between digital marketing strategies and customer engagement among the selected MSMES in Nairobi County.  There exists a positive correlation between search engine optimization and customer engagement among MSMES in Nairobi County. There exists a positive relationship between pay per click ads and customer engagement among MSMES in Nairobi County. There exists a positive relationship between email marketing strategy and customer engagement among MSMES in Nairobi County. There exists a positive relationship between social media marketing and customer engagement.

Keywords: Digital Marketing Strategy, Customer Engagement, Micro Small and Medium Enterprises (MSMES).

Title: EFFECT OF DIGITAL MARKETING STRATEGIES ON THE CUSTOMER ENGAGEMENT IN MICRO SMALL AND MEDIUM ENTERPRISES IN NAIROBI COUNTY, KENYA

Author: CHARLES KATUA KITHANDI, DENNIS KATISYA KITHANDI

International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)

ISSN 2349-7807

Vol. 11, Issue 4, October 2024 - December 2024

Page No: 1-15

Paper Publications 

Website: www.paperpublications.org

Published Date: 29-October-2024

DOI: https://doi.org/10.5281/zenodo.14009140

Paper Download Link (Source)

https://www.paperpublications.org/upload/book/EFFECT%20OF%20DIGITAL%20MARKETING-29102024-6.pdf