Research Draft 2 for Abhiraj: (08/02/2023)

Title:

EVALUATION OF DIGITAL MARKETING ON THE EXPANSION OF SMEs IN

“MUKURU KWA NJEMA” AREA - NAIROBI

Problem Statement:

THE GLOBAL BUSINESS COMMUNITY IS MOVING TOWARD ADOPTING THE

CUTTING-EDGE DIGITAL MARKETING STRATEGY. FENKEY (2019) REPORTS
THAT A STATISTICAL FINDING INDICATES THAT THE MAJORITY OF BRITISH
BUSINESSES HAVE ADOPTED A VARIETY OF DIGITAL MARKETING STRATEGIES
TO DATE. THIS HAS RESULTED IN A SIGNIFICANT INCREASE IN CAPACITY
OPERATIONS, MAKING DIGITAL MARKETING A POSITIVE FACTOR TO TAKE
INTO ACCOUNT IN BUSINESS. 3 IN HIS FINDINGS, HENRY (2017) SAID THAT,
DESPITE THE FACT THAT THE MAJORITY OF COMMERCIAL BUSINESSES HAVE
ADOPTED TECHNOLOGICAL ADVANCEMENTS, THERE IS STATISTICAL
EVIDENCE THAT SHOWS THAT SOME COMPANIES IN SUB-SAHARAN AND
CENTRAL AFRICAN COUNTRIES HAVE ADOPTED DIGITAL MARKETING
TECHNOLOGY SLOWLY OR NOT AT ALL. THIS, IN TURN, REVEALED A
POTENTIAL RESEARCH GAP: DESPITE THE FACT THAT DIGITAL TECHNOLOGY
IS IMPORTANT FOR PROVIDING POTENTIAL MAXIMUM RETURNS ON
INVESTMENT, THERE ARE OTHER FACTORS THAT PREVENT BUSINESSES FROM
ADOPTING THIS TECHNOLOGY-BASED PLATFORM. ALTHOUGH THERE HAS
BEEN A LOT OF RESEARCH DONE IN SPESIFIC AREAS OF NAIROBI - KENYA ON
THE RISE OF INFORMATION MARKETING TECHNOLOGY, ALSO KNOWN AS
DIGITAL MARKETING, THERE HAS NOT YET BEEN ANY PUBLISHED RESEARCH
THAT SHOWS HOW DIGITAL MARKETING HAS HELPED SMES IN (“MUKURU KWA
NJEMA” AREA NAIROBI) EXPAND AND BECOME MORE PREVALENT IN KENYA.
ALSO, THERE HASN'T BEEN MUCH EMPIRICAL RESEARCH ON HOW DIGITAL
MARKETING HAS HELPED SMALL AND MEDIUM-SIZED BUSINESSES OF
(“MUKURU KWA NJEMA” AREA OF NAIROBI) GROW.

General Objectives:

THE GENERAL OBJECTIVE OF THE RESEARCH STUDY WAS TO EVALUATE AND

ASCERTAIN HOW DIGITAL MARKETING HAS LED TOWARDS THE EXPANSION
OF SMES IN “MUKURU KWA NJEMA” (NAIROBI).

Specific Objectives:

i) To justify if viral marketing contributed towards the expansion of SMEs in

“MUKURU KWA NJEMA”.
ii) To evaluate if email marketing has contributed towards the expansion of SMEs in
“MUKURU KWA NJEMA”
iii) To investigate how social media marketing towards the expansion of SMEs in
“MUKURU KWA NJEMA”