Thesis:

Influence of digital marketing strategies on sales Performance of beauty and personal care products Companies in Nairobi county Kenya

In today's fast-paced and constantly evolving global business landscape, marketing executives are faced with huge, ever-changing challenges. To navigate these challenges successfully, they need to adopt a more strategic approach to decision making. Additionally, the rise of new digital technologies presents unique opportunities for these marketers to meet and exceed their business performance goals. The purpose of this study was to determine the influence of digital promotional strategies on the marketing performance of beauty and personal care companies in Nairobi County. The specific objectives were to establish how social media marketing, search engine optimization, content marketing, and influencer marketing influenced the performance of these companies. This research was grounded in the technology acceptance model and the resource-based view theory, utilizing a descriptive cross-sectional survey research design for its execution. The population for this study encompassed all beauty and personal care companies headquartered in Nairobi County, with a total sample of 164 respondents drawn from the 41 companies. Primary data was collected through structured questionnaires featuring closed-ended questions. This collected data was meticulously checked for completeness and coded using The Statistical Package for Social Sciences (SPSS) software, version 27, for thorough analysis. The analysis involved descriptive statistics, correlation analysis, and regression analysis to provide comprehensive insights. The key findings indicate that digital marketing strategies contribute to 32.4% of the variations in Sales Performance among beauty and personal care companies in Nairobi County. The analysis shows that improvements in areas like social media marketing, search engine optimization, content marketing, and influencer marketing can lead to notable increases in sales for these businesses. However, it’s important to note that this study focused exclusively on companies located in Nairobi and was based on data collected through a cross-sectional survey. Moreover, other elements such as technological advancements, unforeseen events, and the passage of time may also affect Sales Performance and, in turn, overall business success.