Strategic Social Marketing, Operating Environment and Performance of Community Based Hiv and Aids Organization in Nairobi County, Kenya
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Date
2013Author
Kinyua-Njuguna, Jane W
Type
ThesisLanguage
enMetadata
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The aim of this study was to evaluate the effect of strategic social marketing and
operating environment on performance of community based HIV and AIDs
organizations in Nairobi County in Kenya. The specific objectives were to: determine
the relationship between strategic social marketing and performance of community
based HIV and AIDs organizations; explore the relationship between operating
environment and performance of community based HIV and AIDs organization;
assess the moderating effect of operating environment on the relationship between
strategic social marketing and performance of community based HIV and AIDs
organizations; and evaluate the combined effect of strategic social marketing and
operating environment on performance. This study was anchored on resource based
theory, exchange theory, DICES model as well as social network. The study was
guided by positivistic research philosophy. A descriptive cross-sectional survey
research design was employed. The target population of the study was 350 CBOs
located in Nairobi County. A sample of 183 CBOs was used from eight constituencies
which were proportionately represented. Area and random sampling techniques were
used to select sample elements. Descriptive statistics were used to profile
characteristics of the surveyed organizations and the respondents. Correlation and
multiple regression analyses were used to evaluate the relationships between strategic
social marketing, operating environment and performance as well as to assess the
effect of each on performance. Strategic social marketing and operating environment
were found to correlate with performance indicators. Strategic social marketing was
found to impact more on effectiveness, efficiency and relevance but had low influence
on financial viability. Internal environment was found to have statistically significant
linear relationship with performance indicators while external environment had more
effect on relevance measures of performance. Operating environment was also found
to have a significant impact on performance of community based HIV and AIDS
organizations. However, the operating environment had no significant moderating
effect on the relationship between strategic social marketing and performance of
CBOs. The joint effect of strategic social marketing and operating environment on
performance was found to be statistically significant as they both explained 68.5%
variation of the dependent variable. The study concluded that for CBOs to enhance
their performance they ought to scan both the internal and external environment;
apply strategic social marketing approach in their activities; and create synergy by
integrating strategic ..social marketing and operating environment. The study
recommends that CBOs and other organizations involved in marketing social goods
embrace this approach as their planning and implementation tool as it contributes to
their performance. The study further recommends development of a social marketing
policy to provide guidance on how social marketing activities should be carried out. A
thorough study and understanding of the factors influencing donors' choice of
implementing partners is recommended. Developments of new mechanisms and
strategies that can facilitate CBOs to achieve financial sustainability are also
recommended. Further, the study recommends formation of a National CBO Council
to provide a forum for information sharing amongst the organizations especially on
successes and challenges in implementation and sources of funding. Further research
is recommended to establish the effect of strategic social marketing on other civil
society organizations, government agencies as well as CBOs in other sectors such as
education.
Citation
Jane W. Kinyua-Njuguna (2013). Strategic Social Marketing, Operating Environment And Performance Of Community Based HIV And AIDS Organizations In Nairobi County, Kenya. Doctor of Philosophy Degree in Business AdministrationPublisher
University of Nairobi