Social Media Marketing as a Competitive Strategy on Sales Performance in Small and Medium Enterprises in Nakuru Central Business District CBD- Kenya

Zakayo, Charles

doi:10.31142/ijtsrd14533

Search citation statements

Order By: Relevance

Paper Sections

Select...

Influence Adoption and Usage1

Insights and Recommendations1

Citation Types

Supporting

Mentioning

Contrasting

Year Published

2020

Publication Types

Select...

Other1

Article1

Relationship

Self Cite0

Independent2

Authors

Journals

Cited by 2 publications

(2 citation statements)

References 2 publications

(2 reference statements)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The breadth of marketing strategy options that social media can open for SMEs grows as more research on use is available. Zakayo (2018) continues this expansion with a study on the social media marketing strategies from SMEs in Kenya's Nakuru Central Business District.…”

Section: Influence Adoption and Usagementioning

confidence: 99%

See 1 more Smart Citation

Social Media in Business-to-Business Marketing and Sales: Review of Literature & Research Recommendations

Manjarrez¹

View full text Add to dashboard Cite

Section: Influence Adoption and Usagementioning

confidence: 99%

“…al. (2015), andZakayo (2018). Any research available regarding social media in SME marketing contexts focuses significantly on perceived use, causing the literature to experience the same gaps that the wider B2B marketing literature suffers from.…”

Section: Insights and Recommendationsmentioning

confidence: 99%

Social Media in Business-to-Business Marketing and Sales: Review of Literature & Research Recommendations

Manjarrez¹

View full text Add to dashboard Cite

Online Marketing and the Performance of Small-Scale Enterprises in Nigeria: A Study of Selected SMEs in Ikeja, Lagos State, Nigeria

Olusegun¹,

Olympus²,

Olakunle³

2020

ACDMHR

View full text Add to dashboard Cite

The study investigated Online Marketing and the Performance of Small and medium scale enterprises in Ikeja Local Government Area of Lagos State. Survey research design was employed for the study where 142 respondents (sample size) from the selected total estimated population of 221 SMEs for the study area and were gathered using structured questionnaire. Their responses were tested using appropriate statistical tools of SPSS package using the ANOVA, the correlation, and the regression too. Our study revealed that the Online Marketing affected the performance of SME positively which has allowed youths to be self-employed and created economic growth and regional development. Therefore, the study recommended that solving the performance of SME development can be single handedly done using Online Marketing. Hypothesis one shows correlation (r) value = 66.6% (0.666), at the P value of < 0.05, which shows that the regression model was fit. Hypothesis two shows that R2 of 0.452, and value of P > 0.05, adjusted R2 = 0.446, R2 measures the percentage of variation in the dependent variable caused by variation in the independent variable. This research provides recommendations extracted from findings that, businesses need to develop indigenous technology; new products or processes based on innovations; seek, commercialize or exploit new technology ideas to meet market needs, customer expectations/preferences and consumer demands and identify market opportunities.

show abstract

Social Media Marketing as a Competitive Strategy on Sales Performance in Small and Medium Enterprises in Nakuru Central Business District CBD- Kenya

Cited by 2 publications

References 2 publications

Social Media in Business-to-Business Marketing and Sales: Review of Literature & Research Recommendations

Social Media in Business-to-Business Marketing and Sales: Review of Literature & Research Recommendations

Online Marketing and the Performance of Small-Scale Enterprises in Nigeria: A Study of Selected SMEs in Ikeja, Lagos State, Nigeria

Contact Info

Product

Resources

About