THE IMPACT OF DIGITAL MARKETING ON E-COMMERCE BUSINESSES PERFORMANCE IN NAIROBI CITY, KENYA
Keywords:
Digital Marketing, Social Media Marketing, Search Engine Optimization, Content Creation, Brand Visibility, Artificial Intelligence (AI).Abstract
This research explored the impact of digital marketing strategies on the performance of e-commerce businesses in Nairobi City, Kenya. Grounded in the Technology Acceptance Model (TAM) and the Diffusion of Innovations Theory, the study aimed to understand how various digital marketing tools influence business outcomes in the e-commerce sector. A descriptive research design was employed, targeting a diverse range of e-commerce businesses in Nairobi. Stratified random sampling ensured a representative sample across different business sizes and sectors. Data was collected through structured questionnaires and interviews, with a pilot test conducted to ensure the reliability and validity of the data collection instruments. The digital marketing strategies investigated include social media marketing, content creation, search engine optimization (SEO), and the use of artificial intelligence (AI) and chatbots. The conceptual framework visualizes the interaction between these strategies and e-commerce business performance, focusing on metrics such as customer engagement, brand visibility, conversion rates, and customer loyalty. Empirical literature underscores the significance of digital marketing in enhancing business performance. Studies highlight the role of social media in building brands and engaging customers, the effectiveness of content marketing in driving traffic, the importance of SEO in improving online visibility, and the potential of AI in personalizing marketing efforts and enhancing customer service. Despite the extensive research, gaps remain in understanding the long-term effects of digital marketing strategies and their combined impact across different contexts. This study sought to address these gaps by providing a comprehensive analysis of integrated digital marketing strategies and their influence on e-commerce performance in Nairobi City. Ethical considerations were prioritized, with informed consent obtained from all participants and ethical clearance secured from relevant authorities. Data analysis involved statistical techniques to test the hypotheses and derive meaningful insights. The findings of this study are anticipated to contribute to academic knowledge on digital marketing and offer practical recommendations for e-commerce businesses looking to leverage digital tools for improved performance. The research highlighted the crucial role of digital marketing in driving growth and customer loyalty in the e-commerce sector, offering valuable insights for businesses aiming to optimize their digital marketing efforts.
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