IDEAS home Printed from https://ideas.repec.org/a/bdu/oejbsm/v4y2019i5p49-64id1007.html

Social Media Marketing And Brand Loyalty At Safaricom Company, Kenya

Author

Listed:
  • Sindani Tsimbiri Glendah

  • Dr. Ondiek B. Alala

  • Mr.Wanjere Dishon

Abstract

Purpose: Social marketing is the design, implementation and control of programs calculated to influence the suitability of social ideas. It has been generally agreeable from many studies in the recent past that companies that have used social media marketing exhibit high brand loyalty and undoubtedly is an important aspect of organizational success. This study purposed to analyze and investigate on how cocreation affect loyalty of customers towards Safaricom Ltd Company. This study objective was to assess the effect of co creation on brand loyalty. The study population was eighty three employees of Safaricom Limited Company. Methodology: The study employed stratified sampling technique and simple random sampling. The sample size was twenty five respondents. The study collected primary data using open and closed ended questionnaires. The data was organized, presented, analyzed and interpreted using descriptive statistics, the frequencies, percentages, and charts. Findings: The findings concluded that social media marketing has a strong and positive influence on brand loyalty. The study concluded that social media marketing as a tool of the company has increased sales volume and the market share of the company. Unique contribution to Theory, Practice and Policy: The study recommends that top management should be involved in the continuous evaluation and monitoring of social media, marketing tools to ensure that the goals and objectives set are achieved and appropriate corrective actions are taken in the event of deficiencies.

Suggested Citation

  • Sindani Tsimbiri Glendah & Dr. Ondiek B. Alala & Mr.Wanjere Dishon, 2019. "Social Media Marketing And Brand Loyalty At Safaricom Company, Kenya," European Journal of Business and Strategic Management, International Peer Review Journals and Books, vol. 4(5), pages 49-64.
    • Handle: RePEc:bdu:oejbsm:v:4:y:2019:i:5:p:49-64:id:1007
    as

    Download full text from publisher

    File URL: https://iprjb.org/journals/EJBSM/article/view/1007
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Firat, A Fuat & Venkatesh, Alladi, 1995. "Liberatory Postmodernism and the Reenchantment of Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(3), pages 239-267, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nicoletta Buratti & Francesco Derchi & Giorgia Profumo, 2015. "The blurred boundary between empowered and working consumers: insights from the winner taco case," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(4), pages 133-156.
    2. Suresh Malodia & Alka Singh Bhatt, 2019. "Why Should I Switch Off: Understanding the Barriers to Sustainable Consumption?," Vision, , vol. 23(2), pages 134-143, June.
    3. Yan, Min & Filieri, Raffaele & Gorton, Matthew, 2021. "Continuance intention of online technologies: A systematic literature review," International Journal of Information Management, Elsevier, vol. 58(C).
    4. Pedersen, Carsten Lund, 2023. "The paradoxical marketer: Interpretations, illustrations, and implications," Business Horizons, Elsevier, vol. 66(6), pages 765-776.
    5. Pedro Longart & Eugenia Wickens & Ali Bakir, 2016. "Consumer Decision Process in Restaurant Selection: An Application of the Stylized EKB Model," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 28(2), pages 173-190.
    6. Matthew Hawkins, 2019. "The effect of activity identity fusion on negative consumer behavior," Post-Print hal-02014635, HAL.
    7. Lucy Gill-Simmen & Deborah J. MacInnis & Andreas B. Eisingerich & C. Whan Park, 2018. "Brand-self connections and brand prominence as drivers of employee brand attachment," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 128-146, December.
    8. Lopez Sintas, Jordi & Garcia Alvarez, Ercilia, 2005. "Four characters on the stage playing three games: performing arts consumption in Spain," Journal of Business Research, Elsevier, vol. 58(10), pages 1446-1455, October.
    9. Nguyen, Hieu P. & Chen, Steven & Mukherjee, Sayantani, 2014. "Reverse stigma in the Freegan community," Journal of Business Research, Elsevier, vol. 67(9), pages 1877-1884.
    10. Florence Benoît-Moreau & Audrey Bonnemaizon & Sandrine Cadenat & Valérie Renaudin, 2011. "" Au boulot, cher client ! " Une approche interprétative de la participation ordinaire du consommateur," Post-Print halshs-00673120, HAL.
    11. Cherrier, Hélène, 2009. "Anti-consumption discourses and consumer-resistant identities," Journal of Business Research, Elsevier, vol. 62(2), pages 181-190, February.
    12. Sébastien Caisse & Benoit Montreuil, 2014. "Polar Business Design," SAGE Open, , vol. 4(1), pages 21582440145, February.
    13. Asmussen, Bjoern & Harridge-March, Sally & Occhiocupo, Nicoletta & Farquhar, Jillian, 2013. "The multi-layered nature of the internet-based democratization of brand management," Journal of Business Research, Elsevier, vol. 66(9), pages 1473-1483.
    14. Biraghi, Silvia & Gambetti, Rossella & Pace, Stefano, 2018. "Between tribes and markets: The emergence of a liquid consumer-entrepreneurship," Journal of Business Research, Elsevier, vol. 92(C), pages 392-402.
    15. Spyros Angelopoulos & Kubra S. Canhilal & Matthew A. Hawkins, 2023. "From Groups to Communities: A Resource Mobilization Theory Perspective on the Emergence of Communities," Information Systems Frontiers, Springer, vol. 25(6), pages 2457-2474, December.
    16. Zarantonello, Lia & Jedidi, Kamel & Schmitt, Bernd H., 2013. "Functional and experiential routes to persuasion: An analysis of advertising in emerging versus developed markets," International Journal of Research in Marketing, Elsevier, vol. 30(1), pages 46-56.
    17. Luigi Cantone & Pierpaolo Testa & Teresa Marrone, 2022. "Issues in defining and placing consumer brand engagement," Italian Journal of Marketing, Springer, vol. 2022(2), pages 135-172, June.
    18. Ruwan Abeysekera & Dean Patton & Andrew Mullineux, 2015. "Co-Production in Business Counselling in Microfinance Setting: A Conceptual Approach," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 23(03), pages 299-319, September.
    19. O'Shaughnessy, Nicholas, 2008. "Romancing Alpacas: A commentary," Journal of Business Research, Elsevier, vol. 61(5), pages 509-511, May.
    20. Aresu, Simone & Monfardini, Patrizio, 2023. "Oppressed by consumerism: The emancipatory role of household accounting," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 96(C).

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bdu:oejbsm:v:4:y:2019:i:5:p:49-64:id:1007. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chief Editor (email available below). General contact details of provider: https://iprjb.org/journals/EJBSM/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.