The intervening role of marketing effectiveness on interactive marketing and marketing performance

Kenneth Kaunda, John Kuria Thuo and George Adegu
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Kenneth Kaunda: Masinde Muliro University of Science and Technology
John Kuria Thuo: Masinde Muliro University of Science and Technology
George Adegu: New England college, 353 Manchester St. Manchester. New Hampshire , UK

International Journal of Research in Business and Social Science (2147-4478), 2025, vol. 14, issue 1, 37-46

Abstract: Marketing effectiveness, a technique aimed at improving marketers' outreach to customers to optimise marketing expenditures, has consistently demonstrated efficacy in a highly competitive landscape. Nonetheless, its empirical mediating function continues to be a subject of inquiry among many experts. This study aimed to examine the mediating function of marketing effectiveness in the relationship between interactive marketing and the marketing performance of Micro and Small Enterprises (MSEs) in the Nyanza Region, Kenya. A cross-sectional survey study approach was employed, targeting a population of 3,211 registered MSE owners in Nyanza, from which a sample size of 356 was determined using Yamane's (1967) formula. Data were gathered by questionnaires and analysed utilising descriptive and inferential statistics with SPSS version 26.0. The analysis reveals that interactive marketing significantly influences marketing performance (t = 19.933, p

Date: 2025
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