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- W2555397929 abstract "In recent times, IT has taken a central role in mediating the relationship between business organizations and their customers. However, all these interplay can only happen within the enabling environment of the economic factors. The main objective of this study is to establish the effects of economic trends on adoption of digital marketing among universities in Kenya. Based on the few studies done in East Africa, there is strong indication that social media is heavily used by younger individuals aged mainly between 18 and 30 years, which is also a key target market for university education. However, universities in the region are continuing to heavily rely on traditional marketing communication without laying deserving emphasis on social media marketing. Many studies have been done on digital marketing and factors influencing its adoption. Also studies have been done on economic trends. However, there is a substantial gap in studies seeking to test the causation between economic trends and adoption of digital marketing. The methodology and philosophy of this study is guided by logical Positivism. This research adopted a descriptive design. Major findings indicated a strong opinion that economic trends dictate marketing messages. They also were in agreement to the position that economic liberalization has been central in opening up the space for digital marketing." @default.
- W2555397929 created "2016-11-30" @default.
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- W2555397929 date "2015-01-01" @default.
- W2555397929 modified "2023-09-26" @default.
- W2555397929 title "EFFECTS OF ECONOMIC TRENDS ON ADOPTION OF DIGITAL MARKETING AMONG UNIVERSITIES IN KENYA" @default.
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