The Effect of E-Promotion Marketing Strategy on Performance of Small and Medium Manufacturing Enterprises in Embu County, Kenya
DOI:
https://doi.org/10.53819/81018102t2493Abstract
Small and Medium Enterprises (SMEs) significantly contribute to Kenya’s economy but face challenges affecting their growth and sustainability, especially from the promotional perspective. While research has consistently shown that e-promotion can enhance organizational performance, existing literature has not adequately examined the effect of e-promotion on the performance of manufacturing small and medium-sized enterprises in Embu County. This study investigates the effect of e-promotion marketing strategies on the performance of manufacturing SMEs in Embu County, Kenya. Guided by Dynamic Capability Theory and Innovation Diffusion Theory, a descriptive survey design was employed, gathering data from 45 SMEs through structured questionnaires. Descriptive analysis showed a positive perception of e-promotion (mean = 3.87), with managers agreeing that digital tools like social media and websites improve sales and market reach. Correlation analysis revealed a moderate positive relationship between e-promotion and SME performance (r = 0.501, p < 0.01). Regression results indicated that e-promotion has a significant positive effect on performance (β = 0.534, p = 0.000), meaning a one-unit increase in e-promotion strategy leads to a 0.534 unit increase in SME performance. The findings highlight the importance of digital marketing in enhancing SME competitiveness and growth in a dynamic business environment.
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