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Marketing Communication is not a Preserve of the Big Players: Compelling Evidence from Small and Medium Size Entreprises in the Upper East Region of Ghana
No full textIn the era of digital communications, Small and Medium Scale Enterprises (SMEs) risk drowning in the clutter as their target customers are bombarded everyday with loads of messages. It has therefore become imperative to keep track on the relevance of traditional and digital marketing communications to SMEs. This study surveyed SME owners/managers and their customers, soliciting data on their firms’ performance and the influence of marketing communications on their buying decisions respectively. Structural equation modeling was used via the SmartPLS software to test the direct and indirect effects among variables. The analysis also includes the mediating role of brand visibility and the moderating role of sales promotion in the relationship between marketing communications and firm performance. The results show that traditional media are still very effective for reaching a large audience in local markets. Digital media communications also exert a lot of influence on brand visibility and purchase intentions. The empirical confirmation of brand visibility as a crucial mediator between marketing communications and firm performance is one of this study's main contributions. Sales promotion is also found in this study to be a moderator of the relationship between digital marketing communication and firm performance. On the contrary, sales promotion does not moderate the relationship between traditional marketing communication and firm performance. SMEs will benefit from an integrated approach to marketing communication, combining both traditional and digital media to expose their brands to customers and potential customers. Government policies that make digital infrastructure available and effective will also enhance the communication effectiveness of SMEs in region
Climate Change Effects on Agrochemical Use Trends and Health of Fresh Produce Farmers in Nakuru County, Kenya: Exploring Emerging Associations
No full textIn an ideal agricultural setting, climate-resilient practices are adopted to optimize crop production while minimizing health and environmental risks. However, in regions like Nakuru County, Kenya, where agriculture is predominantly rain-fed and pest management heavily relies on agrochemicals, climate change has disrupted this balance. Shifting weather patterns have intensified pest and disease outbreaks, prompting increased agrochemical use, often without adequate training, regulation, or environmental safeguards. Despite the clear link between climate variability and agricultural practices, limited research has examined how farmers adapt their agrochemical use in response to climate change, particularly in low- and middle-income contexts. This study aimed to determine the association between climate change and agrochemical use trends among Fresh Produce Farmers in Nakuru County, Kenya. A community-based cross-sectional descriptive and analytical design was employed. The target population included Fresh Produce Farmers residing in Nakuru County for at least two years. A two-stage sampling technique, using probability proportional to size (PPS), was applied to select four sub-counties: Njoro, Kuresoi North, Molo, and Bahati. A total of 394 respondents were sampled using Cochran’s formula with a 10% non-response adjustment. Quantitative data were collected using structured questionnaires, while qualitative insights were gathered through focus group discussions and key informant interviews. Data were analysed using SPSS v28 for descriptive and inferential statistics, and NVivo for thematic analysis. Findings revealed that 98.7% of respondents were aware of climate change, and 96.4% observed increases in pest and disease pressure attributed to it. There was a significant association between observed climate change and agrochemical use decision-making (OR = 1.2, p < 0.05), and a weak negative association with methods of application (OR = 0.87, p = 0.01). Most farmers relied on peer advice or agronomists, and few adhered to pre-harvest intervals due to economic pressure and lack of enforcement. The study concludes that Climate variability has emerged as a major driver of agrochemical dependence among Fresh Produce Farmers in Nakuru County. Increased pest and disease pressures due to changing weather patterns have led to more frequent agrochemical use, often guided by informal advice and limited access to extension services. While farmers are aware of climate change, many lack the training and support needed to apply agrochemicals safely and effectively. To promote sustainable farming, the study recommends strengthening agricultural advisory systems, improving farmer training on safe agrochemical use, and promoting climate-smart alternatives such as bio pesticides and organic inputs. Clearer labelling, enforcement of pre-harvest intervals, and use of demonstration farms are also essential to support safer, more resilient agricultural practices.
Keywords: Climate Change, Agrochemical Use Trends, Fresh Produce Farmers, Nakuru Count
The Relationship Between Public Procurement and Sustainable Economic Growth in Kenya
No full textThis paper examined the relationship between public procurement and sustainable economic growth in Kenya, focusing on how procurement policies and practices influence long-term national development. Guided by the Endogenous Growth Theory, the research adopted a descriptive cross-sectional design, collecting data from procurement professionals, senior managers, and policy officers in key government institutions. Findings revealed that public procurement, particularly under the PPADA 2015, has significantly contributed to sectoral expansion, job creation, and the development of local industries through local content requirements and inclusive participation frameworks. Notable economic benefits have been realized in infrastructure, agriculture, and manufacturing sectors, where targeted public spending has strengthened domestic value chains. However, the study also identified critical challenges such as corruption, weak enforcement of sustainability provisions, delayed supplier payments, and inadequate supplier capacity, which limit procurement’s transformative impact. The research concludes that while Kenya’s procurement system has a strong legislative foundation, achieving its full potential requires enhanced policy enforcement, capacity building, and alignment of procurement decisions with national economic transformation goals. The recommendations call for stricter compliance monitoring, timely payments, targeted supplier development programs, and integration of innovation-driven procurement to optimize public spending for sustainable economic growth.
Keywords: Public Procurement, Sustainable Economic Growth, PPADA 2015, Local Content, Inclusive Procurement, Kenya, Endogenous Growth Theory, Supply Chain, Industrial Development, Government Spending
Transforming Public Procurement Law in Supply Chain to Drive Sustainable Economic, Social and Environmental Impact in Kenya
No full textPublic procurement has emerged as a pivotal instrument for advancing sustainable development by influencing economic, social, and environmental outcomes through supply chain management. This study examined Kenya’s public procurement law to determine its effectiveness in driving sustainable impact across these three dimensions. Guided by four objectives evaluating procurement laws, assessing sustainability criteria in legislation, analyzing procurement professionals’ practices, and investigating the relationship between procurement and sustainable economic growth, the research employed a descriptive design targeting procurement officers, supply chain managers, and oversight agencies. Data collection involved structured questionnaires. The findings reveal that while the Public Procurement and Asset Disposal Act (PPADA, 2015) provides a solid legal foundation, sustainability provisions are inconsistently applied, with environmental considerations receiving the least attention. Economic sustainability initiatives such as local sourcing and SME participation are partly embedded, whereas social inclusion measures are often hindered by resource and policy enforcement gaps. Procurement professionals demonstrated varied levels of capability in implementing sustainability principles, shaped by institutional priorities and operational constraints. The study recommends targeted legislative amendments, continuous capacity building for procurement officers, and institutionalized sustainability performance monitoring to position public procurement as a transformative driver of Kenya’s sustainable development agenda.
Keywords: Public Procurement Law, Supply Chain Management, Sustainable Procurement
Women Economic Self Reliance and Access to Microfinance Services: A Case of Caritas Microfinance Ruiru in the Archdiocese of Nairobi
No full textThis paper examines the role of microfinance services in promoting the economic independence of women in Ruiru Sub-County, Kenya, with a focus on Caritas Microfinance Institution. Despite increased access to microfinance among women, achieving long-term economic empowerment remains a complex challenge. Employing a mixed-methods approach that combines descriptive survey and qualitative research, the study investigates how access to loans, financial literacy levels, educational background, and group by-laws influence women's economic self-sufficiency. Data were collected through structured questionnaires and interviews involving 392 women, including 24 purposively selected group leaders and Caritas officials. The findings indicate that microfinance positively contributes to business initiation and asset ownership; however, its effectiveness is limited by unfavorable loan terms and inadequate financial education. The study highlights the critical role of microfinance, education, and capacity development in achieving sustainable economic independence. It recommends the expansion of training programs and the development of more flexible credit schemes tailored to women's needs.
Keywords: Women, Economic Self Reliance, Access, Microfinance Services, Caritas Microfinance, Ruir
Effect of Board Diversity on the Financial Performance of Insurance Companies in Kenya
No full textGood corporate governance practices enhance the ethical behavior of those yielding corporate powers by monitoring managers to ensure that they behave in accordance with the aspirations of the wider stakeholders of entities. This culminates in overall firm financial performance and health business dealings. The insurance companies in Kenya have been reporting poor financial performance results as evidence by the collapse of several insurance companies in the recent past, such as the Invesco insurance company. The collapse of these insurance companies can be attributed to poor corporate governance practices. The main objective of the study was to investigate the effect of board diversity on the financial performance of insurance companies in Kenya. The stakeholders’ theory, was used in supporting this study. This research study adopted the descriptive research design. The stratified random sampling technique was employed in determining the sample size for this study, thus resulting into having a sample size of 211 employees. The primary data for this study was collected using questionnaires whereas the secondary data was collected using data observation schedules/collection sheets. The p values of .001from the regression model which was less than 0.05, confirmed that board diversity has a significant positive effect on the financial performance of insurance companies in Kenya. The research therefore recommends that the insurance companies in Kenya should embrace board diversity, because it has a positive significant effect on their financial performance.
Keywords: Bard Diversity, Financial Performance, Insurance Companies, Corporate governance practice
Technology-Driven Financial Services and the Profitability of Five-Star Hotels in Nairobi City County, Kenya
No full textThe hotel industry is a critical component of Kenya’s economy, with Nairobi City County hosting the highest concentration of five-star hotels. Between 2020 and 2024, these hotels experienced a marked decline in profitability. This study examined the effect of technology-driven financial services on the profitability of five-star hotels in Nairobi. Specifically, it investigated the impact of online booking platforms, mobile banking solutions, fintech-based loyalty programs, and automated invoicing systems. Anchored on Transaction Cost Theory, Innovation Diffusion Theory, and the Technology Acceptance Model, the study employed a descriptive research design targeting Finance, IT, and Customer Service departments across all eleven five-star hotels in Nairobi, yielding 62 respondents. Data were collected via structured questionnaires and analyzed using multiple regression techniques. Findings revealed that online booking platforms (β = 0.843, p < 0.05), mobile banking solutions (β = 1.333, p < 0.05), and fintech-based loyalty programs (β = 0.802, p < 0.05) significantly and positively influenced profitability, with mobile banking showing the strongest effect. Automated invoicing systems had a positive but statistically insignificant effect (β = 0.136, p = 0.382). The study concluded that integrating digital financial technologies, particularly mobile banking, online booking platforms, and loyalty programs, enhances hotel profitability. Recommendations include improving booking platforms, prioritizing mobile banking investments, and developing personalized loyalty programs integrated with other fintech tools to boost customer retention and long-term financial performance.
Keywords: Technology-Driven, Financial Services, Profitability, Five-Star Hotels, Nairobi City County
Effects of the Volatility of Selected Macroeconomic Factors on Stock Market Returns in Kenya
Full text linkThe stock markets play a vital role in the development of the economy in a country by acting as a platform to raise business capital, mobilize savings, control the management of firms, and to raise government capital. The performance of the markets is influenced by different factors among them being macroeconomic factors. This study sought to determine the effects of the volatility of selected macro-economic factors on the stock market returns in Kenya, with a key focus on interest and foreign exchange rate volatility. The study used the NSE 20 share index to determine the stock market returns, the interbank rate to proxy interest rate and the USD/KES for the foreign exchange rate. Panel data from January 2009 to December 2018 was used and daily observations were applied. The study was based on the Markov switching model. The results indicated that during the period under study, there were three regimes characterized as low, medium and high volatility regimes. The longest regime was the moderate volatility regime followed by the high volatility regime. The shortest regime was the low volatility regime. During the high volatility regime, the stock returns followed a random walk with little levels of predictability. In the moderate volatility regime, the historical performance was positively correlated to the stock market returns, while there was no significant effect of the volatility of interest and foreign exchange rates on the stock market returns. The period of low volatility was characterized with significant positive and negative effects of the foreign exchange and the interest rates, and the historical performance on the stock market returns. Based on the results, the study found out that the effects of the volatility of the interest rate and foreign exchange rate differ depending on the distinctive volatility regimes. The study recommends that policymakers monitor volatility regimes to inform timely macroeconomic interventions, while investors incorporate regime-based strategies for asset selection, portfolio rebalancing, and active management to optimize returns.
Keywords: Stock market returns, Macroeconomic volatility, Interest rate, Exchange rate, Markov Switching Mode
The Influence of Stakeholder Involvement on Performance of Non-Governmental Organizations in South Sudan
Full text linkThe impact of non-governmental organizations on people's social transformation is well acknowledged. In countries where the political system is unstable, they are more significant. The use of strategic planning is crucial to an organization's ability to successfully accomplish its goals and objectives. Stakeholder management’s primary goal is to ensure parties with an influence and interest in the affairs of an organizations are involved in making decisions, which will result in highly effective organizational management. NGOs working in South Sudan lack early warning systems, the ability to mitigate conflicts, and a wealth of information on conditions that can spark violence. This study sought to investigate the influence of stakeholder involvement on the performance of non-governmental organizations in South Sudan. Descriptive study design was used in the research to elucidate the characteristics and frequencies of the variables. Primary data was gathered from senior employees in the operations, finance, human resources, policy, and program areas using questionnaires and key performance interviews. Since the data collected was mixed in nature, both statistical and content analysis was adopted for analysis. Content analysis was used to compare and distil responses from different respondents in line with the objectives of the study. Quantitative data was presented methodically in figures and tables, in accordance with the research assumptions. A presentation outlining each visual display came first, followed by the researcher's interpretation or personal view. The findings revealed that stakeholder involvement (p =0.00) has significant influence on performance of NGOs. It was recommended that NGOs optimize stakeholder involvement in all levels of operation to establish and maintain the desired performance outcomes. 
The Effect of E-Promotion Marketing Strategy on Performance of Small and Medium Manufacturing Enterprises in Embu County, Kenya
Full text linkSmall and Medium Enterprises (SMEs) significantly contribute to Kenya’s economy but face challenges affecting their growth and sustainability, especially from the promotional perspective. While research has consistently shown that e-promotion can enhance organizational performance, existing literature has not adequately examined the effect of e-promotion on the performance of manufacturing small and medium-sized enterprises in Embu County. This study investigates the effect of e-promotion marketing strategies on the performance of manufacturing SMEs in Embu County, Kenya. Guided by Dynamic Capability Theory and Innovation Diffusion Theory, a descriptive survey design was employed, gathering data from 45 SMEs through structured questionnaires. Descriptive analysis showed a positive perception of e-promotion (mean = 3.87), with managers agreeing that digital tools like social media and websites improve sales and market reach. Correlation analysis revealed a moderate positive relationship between e-promotion and SME performance (r = 0.501, p < 0.01). Regression results indicated that e-promotion has a significant positive effect on performance (β = 0.534, p = 0.000), meaning a one-unit increase in e-promotion strategy leads to a 0.534 unit increase in SME performance. The findings highlight the importance of digital marketing in enhancing SME competitiveness and growth in a dynamic business environment