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Digital Marketing Strategy and Brand Loyalty among Customers of Airtel Network, Kenya
Get PDFPurpose: Digital marketing encompasses all marketing efforts that use an electronic device or internet. As digital platforms are increasingly incorporated onto marketing plans and everyday life and as people use digital devices instead of visiting physical shops, digital marketing is becoming more prevalent and efficient. According to Communications Authority of Kenya (CAK), Airtel networks Kenya ltd has had its market share increase marginally from 21.4% in 2018 to 27.2 in 2020.It is uncertain if the increase can be attributed to its digital marketing strategy thus the paper explores the effect of digital marketing strategy on brand loyalty among customers of Airtel network Kenya.
Methodology: Primary data was collected from a target population of 100 third year Bachelor of Business Administration (BBA) students from Tom Mboya University, Kenya. Study sample of 80 was extracted for the study using Yamane (1967). Purposive sampling technique was used to collect data. Those targeted are the ones assumed to be subscribers of airtel network ltd, Kenya. Secondary data was accessed through Airtel’s network limited annual reports. The study utilized correlation research design.
Findings: Study findings revealed that digital marketing accounts for 41.0% significant variance in customer loyalty, (R2=.410, F (1, 78) =55.934, p<.05). It is also clear that digital marketing has a positive significant effect on customer loyalty (β=.646, p<.05). This implies that for every improvement in digital marketing, customers become more loyal. Therefore, digital marketing has a positive and significant influence on Airtel subscribers’ customer loyalty.
Unique Contribution to Theory, Practice and Policy: The study recommends an enhancement of the digital marketing strategies in Airtel Kenya. Emphasis should be to push most of the services into the digital platform. This will improve service delivery and further positive implication on brand loyalty of Airtel. This will also lead to positive word of mouth advertisement which will aid in introducing new customers on board.in order to encourage the subscribers carry out snow balling reference to others and so increase customer subscription
Leadership Styles and Performance of State Corporations in Kenya
Get PDFPurpose: State Corporations in Kenya today find themselves operating in a highly competitive environment and must overcome various challenges, be more organized and efficiently in order to survive the 21st Century market dynamics. The main objective of this study was to establish the influence of leadership styles on performance of State Corporations.
Methodology: Anchored on the Resource Based Views of the Firm, the study employed a cross-sectional study design utilising mixed methods such as quantitative, qualitative and Descriptive analysis. One hundred and seventy-seven (177) state corporations were targeted where a total of 122 State Corporations were randomly selected and used in this study. The unit of observation was the Chief Executive Officer of each sampled organization since they are the vision carriers and accounting officers. MLQ-6S short form standard questionnaire was used based on works of Bass and Avolio (2004).
Findings: This study found a significant and positive influence of leadership styles on performance of state corporations in Kenya (r=0.531, P<0.001, β =0.849, P<0.001). The study further examined influence of individual leadership styles and established that in a combined relationship the transformational leadership style is significant and positively related to the performance of state corporations (β1 = 0.420, P = 0.050). However, the transactional leadership style (β2 = 0.193, P =0.155) and passive/avoidant leadership behaviour (β3 = 0.241, P = 0.149) are insignificant.
Unique Contribution to Theory, Practice and Policy: This study informs policy by advocating for leadership development frameworks that emphasize transformational and participative styles within state corporations. Practically, the study provides evidence-based recommendations for public managers to adopt inclusive, innovation-driven leadership approaches to improve accountability, responsiveness, and service delivery in Kenya’s state-owned enterprises
Health Sector Succession Planning and Management Practices in Sierra Leone: A Situation Analysis to Inform Health System Strengthening
Get PDFPurpose: This study aimed to evaluate succession planning and management (SPM) practices as part of health system strengthening initiatives to optimize performance and impact on population health outcomes
Methodology: A Mixed-method cross-sectional study design was used with both qualitative data and quantitative data collected simultaneously. The target population is middle and senior leaders within the civil service between Grade 9 and Grade 14 in the MoH, comprising healthcare professionals and administrative staff at national and district levels. For the quantitative survey, a total of 402 respondents completed the survey, representing 32% of the study population (n=1,264). For the qualitative interview, a purposive sample of twenty (20) participants was targeted among the eligible MoH personnel for this study, with a 90% (n=18) response rate. A semi-structured guide was used for the interviews, which were conducted largely in English. All interviews were audio-recorded with the participants’ consent. For the survey analysis, all 402 cases were considered, and the data analysis procedure involved both descriptive and inferential analyses, using SPSS version 25. For the analysis, Braun and Clarke’s (2006) step-by-step framework for performing thematic analysis was followed. The MAXQDA 22 software was used for the text coding and storage.
Findings: The study findings revealed SPM practices are lacking or inadequate in the public health sector. The study also found that women are inadequately considered for top management positions. There is a significant relationship between gender and perceptions about women being considered for leadership positions, X2 (3, N = 402) = 8.88, p < .05. However, the relationship between gender and the other variables (occupational roles, professional cadres, and grade) shows no statistically significant difference (p > 0.05).
Unique Contribution to Theory, Practice and Policy: Utilizing the Human Capital Theory and the Signaling Theory, this study evaluated the current SPM practices in the public health sector of a post-conflict setting. This study was significant to policy and practice for providing awareness of the use of effective succession planning strategies for achieving sustainability by retaining talented staff and developing future leaders to benefit the continuity of healthcare services for all Sierra Leoneans. It is recommended that the MoH, with the support of public sector oversight institutions should explore the possibility of forming a succession management committee to streamline succession issues in the health sector, with attention given to addressing workplace barriers to facilitate women’s advancement in their careers within the public health sector
Impact of Leadership Style on Organizational Ethical Decision-Making in Emerging Markets in South Africa
Get PDFPurpose: To aim of the study was to analyze the impact of leadership style on organizational ethical decision-making in emerging markets.
Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: Leadership style strongly influences ethical decision-making in emerging markets. Transformational leaders promote ethical behavior by inspiring trust and encouraging long-term ethical practices, while transactional leaders focus on rewards and punishments, which are less effective in fostering ethics. Transformational leadership also leads to better corporate social responsibility (CSR) practices. In regions with weaker governance, ethical leadership is essential for sustainable business practices. Companies should prioritize transformational leadership to enhance ethical decision-making and align with global standards.
Unique Contribution to Theory, Practice and Policy: Transformational leadership theory, ethical leadership theory & servant leadership theory may be used to anchor future studies on the impact of leadership style on organizational ethical decision-making in emerging markets. Organizations in emerging markets should prioritize leadership development programs that promote transformational, ethical, and servant leadership. Governments and industry regulators in emerging markets should establish clear standards for ethical leadership and decision-making
Impact of Bilingualism on Learning English as Second Language for English Proficiency Students: A Case Study of Tangaza University Foreign Students
Get PDFPurpose: This research investigated the impact of bilingualism on the acquisition of English as a second language (ESL) among students seeking English proficiency. The primary objectives of the study was to examine the effects of bilingualism on the ESL learning process, identify recurring language transfer patterns resulting from bilingualism in learning ESL and determine effective bilingual strategies for optimizing ESL learning.
Methodology: The research questions guiding the study were: How does bilingualism influence the ESL learning process? What language patterns are transferred due to bilingualism in ESL learning? And what bilingual strategies can enhance ESL learning? The study adopted a qualitative approach, utilizing a case study design to investigate the experiences of English proficiency students at Tangaza University. Convenient sampling methods were employed, and data was collected through structured questionnaires and written compositions on the topic How I Spent My Last Holiday. The collected data was analyzed using thematic and content analysis.
Findings: The study findings revealed that bilingualism influenced ESL learning in both positive and negative ways, with recurring language transfer patterns at phonological, morphological, syntactic, and grammatical levels. Effective bilingual strategies, such as consistent practice, immersion, and the use of technological tools, were identified as key to enhancing ESL learning outcomes.
Unique Contribution to Theory, Practice and Policy: The study was guided by Larry Selinker’s Language transfer theory (1972), which significantly influenced the field of second language acquisition (SLA). The study recommended more effective teaching methodologies, including tailored instructions, structured writing training, and interactive learning activities, to improve learners’ language interaction and usage
Comparative Study of Indoor vs. Outdoor Sports on Social Skills Development in Children in Australia
Get PDFPurpose: The aim of the study was to analyze the comparative study of indoor vs. outdoor sports on social skills development in children in Australia.
Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: A comparative study on the impact of indoor versus outdoor sports on social skills development in children in Australia revealed notable differences. Outdoor sports, such as soccer and cricket, were found to foster better teamwork, communication, and conflict resolution skills due to their collaborative and dynamic nature in larger team settings. Indoor sports, like basketball and table tennis, also contributed to social skills development but were more associated with enhancing individual communication and strategy-sharing in smaller groups.
Unique Contribution to Theory, Practice and Policy: Social learning theory, ecological systems theory & self-determination theory may be used to anchor future studies on the comparative study of indoor vs. outdoor sports on social skills development in children in Australia. Sport organizations, schools, and recreational centers should design programs that combine both indoor and outdoor sports to maximize the benefits of each environment. Policymakers should create and support initiatives that encourage outdoor sports participation for children, recognizing the broader social and developmental benefits of outdoor play
Modern Media’s Influence on the Evolution of Traditional Religious and Philosophical Beliefs in South Africa
Get PDFPurpose: The aim of the study was to analyze the modern media’s influence on the evolution of traditional religious and philosophical beliefs in South Africa.
Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: Modern media significantly reshapes traditional religious and philosophical beliefs by democratizing access to information and fostering global dialogue. Studies indicate that digital platforms encourage reinterpretation of sacred texts and philosophical concepts, leading to more inclusive and pluralistic belief systems. At the same time, the rapid spread of simplified narratives can fragment complex doctrines and intensify ideological polarization. Research shows that increased online engagement correlates with both enhanced critical thinking and the reinforcement of established ideological boundaries.
Unique Contribution to Theory, Practice and Policy: Social constructionism, diffusion of innovations & media dependency theory may be used to anchor future studies on modern media’s influence on the evolution of traditional religious and philosophical beliefs in South Africa. Integrating traditional beliefs into educational curricula fosters critical thinking and cultural literacy. Policymakers can develop frameworks that both protect minority cultural practices and allow for adaptive transformation, ensuring that policies are responsive to the needs of diverse communities
Participation of Women in Shipping: International Strategies, Comparative Analysis and Policy Proposals for Greece
No full textPurpose: This paper investigates the participation of women in the maritime sector through a comparative analysis of international strategies and institutional frameworks. It aims to identify the main barriers and drivers influencing women’s engagement in seafaring and shore-based professions and to propose concrete policy directions tailored to the Greek context.
Methodology: The study applies a qualitative, desk-based comparative policy analysis. Primary data were drawn from international and national policy documents, gender equality strategies, and institutional reports (IMO, ILO, EU, WISTA). Secondary academic sources complemented the analysis. Thematic synthesis was used to categorize measures and outcomes across 17 countries, focusing on education, mentoring, safety, and accountability frameworks.
Findings: Results reveal that women’s participation in shipping remains below 2% at sea and 30–40% in shore-based roles. Successful practices combine legal obligations (hard law) with voluntary charters, mentoring, and measurable Gender Equality Plans (GEPs). Effective governance links institutional commitment with data transparency, SASH protection, and visibility mechanisms such as awards and dashboards.
Unique Contribution to Theory, Policy, and Practice: The paper contributes to policy and practice by designing a “Hellenic Charter for Gender Equality in Shipping” and a national indicator dashboard based on transferable lessons from leading maritime nations. It advances comparative research on gender and blue-economy governance, demonstrating how gender equality enhances competitiveness, ESG performance, and sustainable maritime development
Strategic Planning Frameworks and Sustainable Competitive Advantage for Small and Medium Enterprises in Nyarugenge District, Kigali City
No full textPurpose: The study examined the influence of strategic planning frameworks on the sustainable competitive advantage of small and medium enterprises (SMEs) in Nyarugenge District, Kigali City. Specifically, it analyzed the effects of environmental scanning, Porter’s Five Forces framework, and the Balanced Scorecard on SME competitiveness.
Methodology: A cross-sectional design using a mixed-methods approach was adopted. Data were gathered from 132 participants drawn from 49 SMEs through questionnaires, interviews, and document review, selected via stratified random sampling. Quantitative data were analyzed using descriptive statistics, correlations, and multiple regression in SPSS v30, while qualitative data were thematically analyzed. Reliability was confirmed with a Cronbach’s alpha of 0.81.
Findings: Results revealed a strong positive relationship between the three predictors and sustainable competitiveness (R = .943, R² = .890). Porter’s Five Forces framework emerged as the most influential predictor (β = .623, p < .001), followed by environmental scanning (β = .304, p = .0106) and the Balanced Scorecard (β = .230, p = .018). SMEs that systematically applied these frameworks achieved improved operational efficiency, customer retention, and long-term competitiveness. Qualitative findings supported the quantitative results, emphasizing proactive market analysis and strategic adaptability as core practices among SMEs.Unique Contribution to Theory, Practice and Policy: The study enriches strategic management theory by integrating environmental scanning, Porter’s model, and the Balanced Scorecard into a unified framework for SME competitiveness. Practically, it demonstrates that structured strategic planning enhances resilience and sustainability in resource-limited contexts. Policymakers and SME support institutions are encouraged to promote capacity-building programs, embed strategic management training, and incentivize adoption of planning frameworks through tailored financial and advisory mechanisms
Effect of Monetary and Fiscal Policies on Stock Price Movement in Lusaka, Zambia
No full textPurpose: The study explores the effect of monetary and fiscal policies on stock price movements in the primary capital market of Zambia, Lusaka Securities Exchange (LuSE), focusing on how interest rates, inflation, government expenditures, and taxation decisions influence the behavior of investors and stock valuation in a developing market that suffers from economic volatility and limited market depth.
Methodology: To achieve this, the study embraced a mixed methodology of time-series quantitative analysis of macroeconomic and market data captured between 2010 and 2024, coupled with qualitative insights from semi-structured interviews. Ten participants, including financial analysts, stockbrokers, central bank officials, and economists were purposively selected for their respective expertise and direct engagement in Zambia\u27s financial system. Quantitative data for analysis were obtained from the Bank of Zambia, the Ministry of Finance, and LuSE to determine long-term relationships between policy variables and market performance. Thematic analysis of the transcripts illuminated investor perceptions concerning policy communication and transparency, as well as issues affecting confidence.
Findings: The findings confirm the typical trend that an aggressive monetary policy, leading to an increase in interest rates, generally causes a fall in stock prices as it discourages investments and raises the price of borrowing. The same holds true for inflationary and expansive fiscal policies, especially if those policies are not accompanied by commensurate revenue generation. These factors generate uncertainties in the market and lower investor confidence. Participants held the view that abrupt policy changes coupled with poor communication and unpredictability act as catalysts that injure trust and result in reactive selling. It was concluded from this study that the coordination of economic policy and its transparency is a prerequisite for the maintenance of market stability and for bolstering investor confidence.
Unique Contribution to Theory, Practice and Policy: The study added a unique contribution in emphasizing the need for improvement of communication mechanisms between policy makers and market players, along with improving forecasting mechanisms of policy and upgrading the education of the wider community concerning the effects of macroeconomic policy on capital markets. Without those, the development of an inclusive and resilient financial environment in Zambia will be hampered