Impact of Organizational Effectiveness Variables on Digital Media Integration in New Product Dispatches Ventures: A Case of Unilever, Kenya

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dc.contributor.author Gachugi, Hildajoy Wangui
dc.date.accessioned 2017-11-15T10:00:41Z
dc.date.available 2017-11-15T10:00:41Z
dc.date.issued 2017
dc.identifier.uri http://erepo.usiu.ac.ke/11732/3449
dc.description.abstract Digital Media describes a variety of new sources of online information that are created, initiated, circulated and used by consumers’ intent on educating each other about products, brands, services, personalities, and issues. This study sought to investigate the organizational variables that impact the integration of Digital Media in New Product dispatches ventures in Unilever Kenya. This study was guided by three objectives which are determining the impact of Organizational culture on digital media integration in new product dispatches ventures at Unilever Kenya, determining the effect of Organizational productivity on digital media integration in new product dispatches at Unilever Kenya and determining the influence of Technology adoption on digital media integration in new product dispatches at Unilever Kenya. The study adopted a descriptive design in examining these factors through a census survey. The choice for census was necessitated by the fact that, the study sought to survey the entire population of 86 Brand Managers at Unilever Kenya. The data for this study was collected using a questionnaire. The study used a structured questionnaire that contained only close-ended questions. The questionnaire was divided into two sections, with the first section, covering the demographic details of the respondents, and the subsequent section which addressed questions on the research variables. A scale of 1 – 5, was used to seek respondent’s opinions on all the research questions which addressed the variables.After the completion of the field survey, the questionnaires were edited for completeness and consistency and checked for omissions and errors. Quantitative data was analyzed using a descriptive statistics through Computer statistical program for (SPSS) where it was tallied and analyzed using frequency distribution, mean, and standard deviation. The study established that there exists a significant relationship between the organization culture and the integration of digital media on new product dispatches with a p value of 0.000 reflected at, 0.01 significance level. The study also found that, personnel deployment was found to be the most critical organization culture factor that impacted on digital media integration for new product dispatches with a mean value of 4.68. Another finding is that, respondents were strongly in agreement that employee remuneration model, was the most significant organizational productivity factor with a mean of 4.67 and the results show that, respondents were in agreement that by technology adoption through the use of social media it made it possible to achieve real time feedback on from the audience with a mean of 4.64. The study concluded that, employee motivation was another highly critical factor ensuring the effectiveness of the digital media strategy geared towards new product dispatches. The study concluded that remuneration model used by an organization impacted employee productivity this is by the levels of personal commitment to achievement of organizational goals such as the effective integration of digital media in new product dispatches and that emerging technology platforms have been integrating tools which made it possible for real time feedback which is a positive factor in digital media strategy and technological adoption within an organization. The study recommended that organizations should adopt organizational culture that creates a working environment that values the employee efforts and reward output as a strategy for employee motivation. The study also recommended that the remuneration model should be commensurate of the employee capacity to execute certain critical organizational operations such as the capacity to effectively deliver on the digital integration for new product dispatches and it was also recommended that organizations should use the adoption of a unique social media strategy as it has direct correlation with the growth in the popularity of the brand which is vital for the effectiveness in new product dispatches. en_US
dc.language.iso en en_US
dc.publisher United States International University - Africa en_US
dc.subject Organizational Effectiveness en_US
dc.subject Digital Media Integration en_US
dc.subject New Product Dispatches en_US
dc.title Impact of Organizational Effectiveness Variables on Digital Media Integration in New Product Dispatches Ventures: A Case of Unilever, Kenya en_US
dc.type Thesis en_US

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