EFFECT OF ONLINE MARKETING STRATEGIES ON PERFORMANCE OF TELECOMMUNICATION COMPANIES: A CASE OF SAFARICOM LIMITED
Mathenge Peter Miano - Jomo Kenyatta University of Agriculture and Technology, Kenya
ABSTRACT
The study sought to establish the effect of online marketing strategies on performance of telecommunication companies through a case study of Safaricom Limited, a leading mobile network operator in Kenya. The objective was to determine the effect of promotion and product development on performance of Safaricom Limited. The study reviewed relevant literature that focused on promotion and product development in regards to their effect on performance of telecommunication companies. It interrogates the promotional mix theory and integrative model theory. The adopted research design was descriptive survey research design used on a sample size of 72 respondents. There was a response rate of 73.5% that was sufficient for the study. It was found that majority of the respondents were male (52%) compared to female (48%). The respondents were in the age bracket of 20-39 years. Based on the study, there is a clear indication that there exists a positive relationship between online marketing strategies; promotion and product development with performance. It was therefore recommended that organizations upscale the uptake and implementation of internet especially with regards to promotion and product development in order to have a competitive edge.
