Abstract:
Social media marketing has been on the rise over the years changing how businesses approach marketing. The marketing environment has dynamically changed from the traditional setup that is characterized by unidirectional consumer engagement to the contemporary environment that is dominated by technology. Consequently, there is a need for Small and Medium Enterprises (SMEs) to innovate and position themselves to make headway in the market space and remain competitive. The research aim was to establish the social media marketing strategies adopted by SMEs in Nairobi County in the fashion and beauty industry as well as developing a model to help improve their social media marketing activities.
Data was collected through mixed methodology by use of questionnaires and ethnography.
The study employed the use of convenience sampling on the SMEs drawn from the fashion and beauty industry. The data from the survey was analyzed using SPSS and the model was arrived at by use of structural equation modeling. Thematic analysis was used to analyze data obtained through ethnography. The findings informed the development of a model that was reviewed by experts for validity.
The findings of this study revealed that SMEs that participated in the study had embraced the use of social media for their marketing. The use of social media for marketing has become an important element in the marketing arena as an effective way to improve brand awareness, customer relationships, and feedback. The study further revealed there were gaps in engagement on the social media platforms which negates the objective of social media in building the one on one relationship with the customers. Some challenges experienced by SMEs in the adoption of social media marketing strategies included resource constraints in terms of finances time and operational knowledge of the social media platforms. The Findings indicate that the SMEs are aware of the benefits of social media marketing strategies but are yet to fully harness the benefits owing to gaps identified in this study including lack of engagement. The model developed indicates the need for facilitating conditions to be right and the power of social influence in social media marketing strategies. Therefore, it is proper for SMEs to adopt suitable SMMS usage and gain from influencer marketing.
