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Influence of E-marketing on the Performance of Small and Medium Enterprises in Kenya: Survey of Small and Medium Enterprises in the Manufacturing Industry in Kenya
| Content Provider | Semantic Scholar |
|---|---|
| Author | Njau, Jacqueline Nyawira Karugu, Winnie |
| Copyright Year | 2014 |
| Abstract | A majority of SMEs in Kenya are skeptical of e-marketing adoption because these firms perceive very high development costs. They do not understand how e-marketing can enhance their business performance. This paper is a report on the influence of e-marketing on the performance SMEs in Kenya with particular reference to SMEs in the manufacturing industry in Kenya. The specific objectives of this study included determining how Search Engine Marketing, email marketing, blog marketing, and online advertising, each influence the performance of a SME. The study used a survey research design in collecting data from respondents and simple random sampling procedure to select a sample that represented the entire population. The target population was five hundred SMEs in the manufacturing industry in Kenya. The findings showed the significant influence of Search Engine Marketing, email marketing, blog marketing, and online advertising on business performance. The study showed that SMEs in Kenya who are keen in adopting e-marketing have achieved above average business performance. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://seahipaj.org/journals-ci/mar-2014/IJBLR/full/IJBLR-M-5-2014.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
