Electronic Marketing Practices and Performance of Telecommunications Companies in Kenya

Abstract

The objective of the study was to establish the influence of e-marketing practices on the performance of telecommunications companies in Kenya.  The population of the study comprised all telecommunications companies licensed by the Communications Authority of Kenya.  Primary data were collected from managers using a semi-structured questionnaire while secondary data were obtained from industry performance reports. Data analysis involved descriptive statistics, factor analysis and regression analysis.  The results revealed statistically significant relationship between e-marketing practices and organizational performance.  Organizations that are able to adopt novel strategies that include e-marketing practices are capable of reporting better performance.

Keywords: e-marketing practices, offline marketing, online marketing, organizational performance, telecommunications companies, kenya