ONLINE MARKETING USE: SMALL AND MEDIUM ENTERPRISES (SMEs) EXPERIENCE FROM KENYA

Abstract

This study aimed at exploring insight on small and medium enterprises’ (SMEs) experiences on have in online marketing use, using evidence from cases of SMEs in Kenya. The study employed a case study design to inquiry. In-depth interviews with a total of 110 informants that included small business owners, IT experts and government authorities (MSEA) were engaged in data collection. The data were subjected to qualitative analysis and interpretations within and across sectors. Findings showed that online marketing use is popularly known to most SMEs. Presence of online platforms like OLX.co.ke, Cheki.co.ke and Jumia.co.ke are common to most small business owners. It was also found that majority of small businesses do not use full potential of these platforms because most have insufficient budget for IT investment, cannot accommodate IT personnel, lack access to IT constructed infrastructures, some are unaware whether or not there are customers online and legal status to online payment as well as registrations are issues experienced by most SMEs in going online. The study recommended for SMEs to have proper selection of online platforms, develop a good social network plan and get involved by taking the lead or being active.