Social media marketing activities and digital consumers' purchasing decisions in Kenya.

Abstract

The rapid growth of technology has spurred the expansion of digital solutions for both businesses and consumers. In Kenya, there is a noticeable shift towards online shopping as consumers make more informed decisions due to the abundance of information available. Companies are increasingly adopting the e-commerce business model and leveraging digital marketing, particularly through social media marketing activities. The primary objective of the study was to investigate the effect of social media marketing activities on the buying habits of Kenyan digital consumers, given the country's over eleven million active social media users. Specifically, it aimed to determine the extent to which social networking advertising influenced digital consumer choices, examine the role of content marketing, assess the effectiveness of influencer marketing strategies, and understand how social media engagements affected purchasing decisions. To guide the analysis, the study utilized three theoretical frameworks: the uses and gratification theory, the concept of resource dependence theory, and the AIDA model. The research target group comprised individuals who had used social media in the three months preceding the survey. The study employed a descriptive research design and collected questionnaire responses from social media users in Nairobi, utilizing various social media platforms and email for questionnaire dissemination. Statistical analysis, conducted using SPSS 28.0, involved regression and correlation analyses to explore relationships between independent and dependent variables. A pilot study was conducted to ensure the reliability and validity of the research instruments, and the results confirmed their reliability and validity. The descriptive analysis revealed that social media advertising significantly influences consumers' purchase decisions, with social media content and influencer marketing also playing substantial roles. Furthermore, positive correlations were identified between digital consumer purchase decisions and influencer-based marketing, content marketing, social media advertising, and customer engagements. The regression analysis provided additional insights, indicating that social media marketing initiatives indeed affected consumers' decisions to buy. Therefore, increasing the utilization of marketing techniques is likely to lead to higher sales from digital consumers. Notably, the research emphasized the importance of prioritizing social media content marketing, social media advertising, and social media customer engagements when implementing social media marketing tactics, as these methods exhibited a stronger influence on digital consumer purchase decisions.