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.