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The impact of interactive marketing on the marketing performance of micro, small, and medium-sized enterprises (MSEs) in the Nyanza region of Kenya

Author

Listed:
  • Kenneth Kaunda

    (Masinde Muliro University of Science and Technology)

  • John Kuria Thuo

    (Professor, DVC Administration and Finance, Masinde Muliro University of Science and Technology, P. O. BOX 190-50100, Kakamega, Kenya)

  • Evans Kwendo

    (Head of Business Administration Department, School of Business and Economics, Masinde Muliro University of Science and Technology, P. O. BOX 190-50100, Kakamega, Kenya)

Abstract

This study aimed to determine the impact of interactive marketing on the marketing performance of MSEs in Kenya's Nyanza region. The research was founded on the positivist paradigm. The study employed a cross-sectional survey methodology. Targeting 2,503 MSEs and sampling 356 respondents using the Yamane formula and simple random stratified sampling The self-administered, semi-structured questionnaire used to collect the primary data was analyzed using regression analysis. Cronbach's alpha and the Shapiro-Wilk test were used to examine the reliability and normality of the data, respectively. Interactive marketing was found to have a significant impact on marketing performance (t = 19.933, p = 0.0000.05). Therefore, the study recommends extensive implementation of interactive marketing to improve the marketing performance of micro, small, and medium-sized enterprises (MSEs), which would ultimately contribute to increased profits and stability. Key Words:MSEs, Interactive Marketing, Marketing Performance

Suggested Citation

  • Kenneth Kaunda & John Kuria Thuo & Evans Kwendo, 2023. "The impact of interactive marketing on the marketing performance of micro, small, and medium-sized enterprises (MSEs) in the Nyanza region of Kenya," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 12(4), pages 88-95, June.
    • Handle: RePEc:rbs:ijbrss:v:12:y:2023:i:4:p:88-95
    DOI: 10.20525/ijrbs.v12i4.2533
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    References listed on IDEAS

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    1. Kang, Kai & Lu, Jinxuan & Guo, Lingyun & Li, Wenlu, 2021. "The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms," International Journal of Information Management, Elsevier, vol. 56(C).
    2. Tanveer ASLAM & Kashif HAMID & Muhammad Salman ARSHAD, 2015. "The effects of interactive marketing, customer satisfaction and flashes on customer loyalty," EuroEconomica, Danubius University of Galati, issue 1(34), pages 27-38, May.
    3. Rangaswamy, Arvind & Moch, Nicole & Felten, Claudio & van Bruggen, Gerrit & Wieringa, Jaap E. & Wirtz, Jochen, 2020. "The Role of Marketing in Digital Business Platforms," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 72-90.
    4. Flavián, Carlos & Ibáñez-Sánchez, Sergio & Orús, Carlos, 2019. "The impact of virtual, augmented and mixed reality technologies on the customer experience," Journal of Business Research, Elsevier, vol. 100(C), pages 547-560.
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    1. Kenneth Kaunda & John Kuria Thuo & George Adegu, 2025. "The intervening role of marketing effectiveness on interactive marketing and marketing performance," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 14(1), pages 37-46, January.

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