| dc.description.abstract | The purpose of the study was to establish the effects of emerging marketing
Communication strategies on organizational performance with reference to beauty
products companies. The study adopted descriptive research design. The target
population comprised of men and women customers from which the study used
Simple random sampling technique to get a sample of eighty respondents. Data was
collected by use of semi-structured questionnaires. Data was analyzed by use of
descriptive statistics such as frequency, percentages, mean and standard deviation
using statistical package for social sciences (SPPS V. 21) and presented by use of
tables. Content analysis was used in processing of qualitative data and results
presented in prose form. In addition, a multivariate regression model was applied to
determine the relative importance of each of the three variables with respect to
organizational performance. The study found out that sex appeal advertising strategy
affected the tendency to buy beauty products to a great extent (46.2%). It was evident
that nudity, suggestive/ persuasive appeal, sexual explicitness and sexual
attractiveness affected the tendency to buy beauty products to a great extent as
expressed by a mean score of 4.4337, 3.9639, 3.8193 and 3.8193 respectively. In
addition sexual imagery and sexual objectification did not affect the tendency to buy
beauty products. The study also deduced that YouTube affected the tendency to buy
beauty products to a very great extent. Media-sharing site and Social news site e.g.
Digg, Reddit and Mixx affected the tendency to buy beauty products to a great extent.
The study finally found out that mobile advertising strategies affected buying of
beauty products to a great extent. The study concluded that sex appeal advertising
strategy affected the tendency to buy beauty products to a great extent. Nudity,
suggestive/ persuasive appeal, sexual explicitness and sexual attractiveness affected
the tendency to buy beauty products to a great extent. The study also concluded that
the tendency to buy beauty products was affected by YouTube, Google’s blogger
Media-Sharing sites, Facebook, LinkedIn and Social news sites. The study finally
concluded that mobile advertising strategies affected buying of beauty products to a
great extent. The study recommended that the use of sexual appeal and imagery
should be exercised with great care to avoid offending either gender. The study also
recommended that companies should invest more in using social media strategies in
advertising their products since using these strategies and tools, makes it easy for
marketers to engage, collaborate, interact and harness intelligence crowd sourcing for
marketing purposes. The study finally recommended that companies should adopt the
mobile advertising strategies such as bulk SMS’s which should be targeted to
potential clients or customers as this enhances sales volume. | en_US |
