Impact of Digital Marketing on the Performance of Real Estate Companies in Mombasa and Kilifi Counties, Kenya
Abstract
This study sought to determine the impact of digital marketing on the performance of real estate
companies in Mombasa and Kilifi Counties, Kenya. This was supported technology
acceptance12model by12Davis (1986) and resource-based theory by Barney (1991). The study
was based on descriptive correlational research12design targeting all real estate companies in
Mombasa and Kilifi12Counties. As per Kenya Property Developers Association (2022), there
were 40 real estate companies in Mombasa and Kilifi Counties at the time of this study. This
study sampled all12the 40 real estate companies in Mombasa and Kilifi Counties with one top
manager selected through purposive sampling. Primary data was collected12using a structured
questionnaire which was administered through the drop-wait-and-pick12methodology. The
data from the field was cleaned and12edited for12completeness before coding12and entry into
SPSS for analysis through descriptive and regression statistics. The study adopted a multiple
regression model. The study found that that search engine optimization (β=0.698; p=0.009);
pay per click advertising (β=0.439; p=0.000); social media marketing (β=0.859; p=0.014); and
influencer marketing (β=0.725; p=0.002) had a positive impact on organizational performance.
The study made a conclusion that digital marketing strategy has a positive impact on the
performance of real estate companies in Mombasa and Kilifi Counties, Kenya. The study
recommends that the management of real estate companies increase adoption of SEO
marketing, level of PPC advertising, their investment in social media marketing and the number
of influencers involved in marketing their products at the digital space. The study recommends
similar studies based on other factors influencing performance, other digital marketing
strategies, other companies and counties outside the coastal region.
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
- School of Business [1919]
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