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.
Citation
Master of Business AdministrationPublisher
University of Nairobi