The Influence of Digital Marketing Strategies on Performance of Small and Medium-sized Agribusinesses in Nairobi County

Abstract

The digital transformation of agribusiness has become a critical driver of success in the modern agricultural landscape. This study investigated the digital marketing strategies employed by small and medium-sized agribusinesses in Nairobi city County, Kenya and their impact on business performance. The anchoring theories included the Resource-Based View (RBV) proposed by Barney (1991) and the Technology Acceptance Model (TAM) by Davis (1989). The research design adopted for this study was the descriptive survey design, where the study encompassed a diverse sample of 61 agribusinesses. The data collected was analyzed quantitatively, by use of descriptive statistics and regression analysis. The study found that certain digital marketing strategies are highly prioritized by agribusinesses. Advertisement of products or services emerged as a strategy of paramount importance, with a high mean score of M=3.9184, indicating its central role in promoting agribusiness products. Communication of products (M=3.7959) and Customer Interaction and feedback (M=3.1863) also received substantial attention, signifying the emphasis on effective communication and engagement with customers in the digital age. The simple linear regression analysis further explored the impact of "Internet Marketing Strategies" on agribusiness performance. The results unveiled a significant positive relationship between Internet Marketing Strategies and performance. The positive coefficient for Internet Marketing Strategies stood at 0.293, where t=1.809, and p-value = 0.007<0.05, suggesting that increased utilization of digital marketing techniques correlates with improved business performance. This finding aligns with a wealth of existing research emphasizing the vital role of internet marketing in enhancing business outcomes, including increased visibility, customer engagement, and brand promotion