SOCIAL NETWORK MARKETING TYPE AND SALES PERFORMANCE OF REAL ESTATE SECTOR IN KENYA: A SURVEY OF REAL ESTATE COMPANIES IN NAIROBI
Esther Njoki Ndungu - Masters of Business Administration (Marketing), St. Paul’s University, Kenya
Wanjiku N. Kinyanjui - Department of Business Administration, Faculty of Business Communication and Computer Science Studies, St. Paul’s University, Kenya
Robert Abayo - Department of Business Administration, Faculty of Business Communication and Computer Science Studies, St. Paul’s University, Kenya
ABSTRACT
The general objective of the study was to assess the effects of social network marketing type on sales performance of the real estate companies. This study was based on technology acceptance and innovation diffusion theories. This research made use of descriptive statistic while seeking a description of information numerically. This study targeted all marketers in the various organizations with a target population of 1260 where a sample of 10% was drawn to make 126 respondents. Quantitative techniques were used to analyze the data collected from the respondents. The Statistical Package for Social Scientists (SPSS version 20) was used in the analysis of the quantitative data and the results were presented using tables. Frequencies, percentages and standard deviation were used to describe the data descriptive statistics.Correlation and regression analysis was used by the researcher forcorrelation analysis and to determine the relationship between the research variables. From the findings in this study, the respondents indicated that social network marketing type affects the performance of the company in a great extent. This implies that web solutions affect the performance of the firms to a great extent. The findings in showed that blogs as expressed by a mean score of 4.49, forums as expressed by a mean score of 4.13 and twitter as expressed by a mean score of 3.75 are greatly employed in the company. the study findings also showed that Facebook as expressed by a mean score of 3.09, content communities as expressed by a mean score of 3.01 and podcasts as expressed by a mean score of 2.83 are moderately employed in the company. Based on the study findings, it is recommended that real estate companies should mix and match various mediums such emails, social media and mobile phones to reach their desired target audience. This will help to spread awareness among them and to influence buyers behavior thus companies must formulate an effective Integrated Marketing Communication plan where they can combine various tools to grasp maximum prospects.
