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

Keywords: {'name': 'MSEs'}, {'name': 'Interactive Marketing'}, {'name': 'Marketing Performance'}

Authors & affiliations

Kenneth Kaunda
Affiliation not supplied

John Kuria Thuo
Affiliation not supplied

Evans Kwendo
Affiliation not supplied

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