EFFECTS OF SOCIAL MEDIA MARKETING ON REVENUES OF ELECTRONIC AND FASHION STALLS IN NAIROBI COUNTY, KENYA
1.1. Introduction
Micro small and medium enterprising are the new growth frontier for developing countries in more specifically in Kenya. The Kenyan economy generated a total of 713.6 thousand in the informal sector, during the period 2014/2015(Republic of Kenya, 2015).Fashion and electronics stalls are mushrooming daily in majority of the commercial buildings in Nairobi CBD. Namada-Mulla (2004), describes exhibition hall traders as those small-scale businesses, which are clustered together in a specific geographical location. Public displays of goods and works of art, similarity in products, huge discounts offered and dynamic consumer preferences …show more content…
However, businesses have been found to be slower than consumers to adopt social media. This is found to be the case, despite the high growth in consumers using social media and the identified advantages of using social media e.g. strengthening of customer relationships (Andzulis et al., 2012) Users with a planned social media strategy showed greater agreement with the potential benefits of social media than users without a strategy. This would stand to reason, as committing to a planned strategy requires the conviction that it has benefits (European commission, 2013). Ashworth (2011) research into the use of social media by SME fashion e-retailers in Greater Manchester found that motivation to implement social media technologies was high among the retailers with benefits such as building stronger relationships with the customer, and being able to gather intelligence about customers cited as benefits of using social media. (Jagongo and Kinyua Catherine, 2013) established that most SMEs in Nairobi had not fully understood and internalized the potential of social media for their businesses. Those who use social media do not optimally utilize social …show more content…
What is the social media marketing strategy used by electronics and fashion stalls in Nairobi county
2. What is the effect of the social media marketing strategy on the performance of electronics and fashion stalls in Nairobi county
1.4 Research Objectives
1. To determine the social media marketing strategy used by electronics and fashion stalls in Nairobi County
2. To find out the effects of social media marketing strategy on the financial performance of electronica and fashion stalls in Nairobi County
1.5 Significance of study
This study is meant to be of great importance to small enterprises in determining how to effectively use the digital marketing platform and maximize on their sales and profits. It is also important to marketing agencies to on how to use digital marketing to generate leads and turn around the leads into sales. It’s also important to students who would like to do further research in this area
1.6 Scope and Limitations of the study
The study will focus on how social media marketing affects profitability in electronics and fashion stalls in Nairobi County. The limitation is that some stalls do not have data on leads or sales generated from social media
1.1. Introduction
Micro small and medium enterprising are the new growth frontier for developing countries in more specifically in Kenya. The Kenyan economy generated a total of 713.6 thousand in the informal sector, during the period 2014/2015(Republic of Kenya, 2015).Fashion and electronics stalls are mushrooming daily in majority of the commercial buildings in Nairobi CBD. Namada-Mulla (2004), describes exhibition hall traders as those small-scale businesses, which are clustered together in a specific geographical location. Public displays of goods and works of art, similarity in products, huge discounts offered and dynamic consumer preferences …show more content…
However, businesses have been found to be slower than consumers to adopt social media. This is found to be the case, despite the high growth in consumers using social media and the identified advantages of using social media e.g. strengthening of customer relationships (Andzulis et al., 2012) Users with a planned social media strategy showed greater agreement with the potential benefits of social media than users without a strategy. This would stand to reason, as committing to a planned strategy requires the conviction that it has benefits (European commission, 2013). Ashworth (2011) research into the use of social media by SME fashion e-retailers in Greater Manchester found that motivation to implement social media technologies was high among the retailers with benefits such as building stronger relationships with the customer, and being able to gather intelligence about customers cited as benefits of using social media. (Jagongo and Kinyua Catherine, 2013) established that most SMEs in Nairobi had not fully understood and internalized the potential of social media for their businesses. Those who use social media do not optimally utilize social …show more content…
What is the social media marketing strategy used by electronics and fashion stalls in Nairobi county
2. What is the effect of the social media marketing strategy on the performance of electronics and fashion stalls in Nairobi county
1.4 Research Objectives
1. To determine the social media marketing strategy used by electronics and fashion stalls in Nairobi County
2. To find out the effects of social media marketing strategy on the financial performance of electronica and fashion stalls in Nairobi County
1.5 Significance of study
This study is meant to be of great importance to small enterprises in determining how to effectively use the digital marketing platform and maximize on their sales and profits. It is also important to marketing agencies to on how to use digital marketing to generate leads and turn around the leads into sales. It’s also important to students who would like to do further research in this area
1.6 Scope and Limitations of the study
The study will focus on how social media marketing affects profitability in electronics and fashion stalls in Nairobi County. The limitation is that some stalls do not have data on leads or sales generated from social media