Social media content marketing influence on purchasing decisions in Kenya.

Abstract

Purpose: Consumers are becoming more informed in their purchasing decisions. Businesses are embracing digital marketing tactics like social media content marketing to influence customers' purchase decisions as a marketing strategy to remain competitive. The research sought to determine how social media content marketing influences Kenyan customers' purchase decisions. Methodology: The research employed a descriptive research design, and the study utilized questionnaires to collect data from social media users residing in Nairobi. Distribution of questionnaires was facilitated via email and various social media platforms. Findings: The study established that quality social media content significantly improves consumer buying decisions, suggesting that marketing tactics and purchase decisions correlate positively. Regression analysis showed that social media marketing activities influenced the buying decision, suggesting that a higher degree of marketing techniques will result in more consumer purchases.