Social Media Marketing and Consumer Behavior of the Firms in the Media Industry in Kenya

Abstract

This project was inspired after a general observation of the use of social media by small and multinational organization both profit and nonprofit driven to enhance their marketing, consumer interactions globally and consumer research. Consumer behavior is a concept that has generated interest among scholars and it is undisputed that it plays a great part in marketing decisions making and planning. Understanding of consumers is clearly crucial in the ever changing business environment and greater consumer demands (expectations) in relations to technology development and ease flow of information between organization and it’s consumers as well consumer to other consumers. The contributions of social media marketing in the marketing field challenges me to ask the question; how social media marketing influences the consumers of the media industry in Kenya. The study tries to explore the attitudes, use, opinions and demographic of the population in relation to social media marketing and their behavior in media industry. The target population of the study was social media users in Nairobi region who follows top ten media brands or media group in Kenya.