SOCIAL MARKETING STRATEGY AND THE PERFORMANCE OF COMMUNITY BASED ORGANIZATIONS (CBOS) WORKING IN HIV AND AIDS SECTOR IN NAIROBI COUNTY

Abstract

This paper examines the role of social marketing strategy on the performance of CBOs working in the area of HIV and AIDS in Nairobi County. The aim is to highlight the contribution of social marketing strategy in bringing about effectiveness and efficiency in the performance of CBOs. This st udy will be based on exhaustive study of CBOs working in the area of HIV and AIDS in Nairobi County, registered under the Ministry of Gender and Social Services. The reviewed literature identified the application of social marketing only at the operation level and not at the strategic role that influences policy, strategy and implementation, a key determinant in community development. The proposed study will bridge the knowledge gap and help CBOs in evaluating their performance and in under standing the benefits of using social marketing strategy in the design, implementation and evaluation of their performance. The study will be a descriptive, cross-sectional survey guided by positivism research philosophy. It will be a census comprising of 187 registered CBOs working in the area of HIV and AIDS in Nairobi County. Primary data will be collected using structured and semi structured questionnaires. The reliability of data collection instrument will be established using Crobach’ s Alpha Coefficient and data will be analyzed using both descr iptive and inferential statistics while relationships will be tested using both linear and multiple linear regression equations.