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

Kenneth Kaunda, John Kuria Thuo and Evans Kwendo
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Kenneth Kaunda: Masinde Muliro University of Science and Technology
John Kuria Thuo: Professor, DVC Administration and Finance, Masinde Muliro University of Science and Technology, P. O. BOX 190-50100, Kakamega, Kenya
Evans Kwendo: Head of Business Administration Department, School of Business and Economics, Masinde Muliro University of Science and Technology, P. O. BOX 190-50100, Kakamega, Kenya

International Journal of Research in Business and Social Science (2147-4478), 2023, vol. 12, issue 4, 88-95

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. Key Words:MSEs, Interactive Marketing, Marketing Performance

Date: 2023
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