Department of Marketing and International Business

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Browsing Department of Marketing and International Business by Author "Nalubwama, Winnie"

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    Digital Marketing Strategies Implementation and Sales Performance During the Disruptive COVID-19 Era.
    (2023) Nalubwama, Winnie
    This study sought to investigate the relationship between digital marketing strategies implementation and sales performance during the disruptive COVID-19 era in Colline Hotel Mukono. The study was guided by five specific objectives; that is to investigate the relationship between social media marketing strategy implementation and sales performance at Colline Hotel Mukono, to investigate the relationship between E-mail marketing strategy implementation and sales performance at Colline Hotel Mukono, to examine the relationship between mobile marketing strategy implementation and sales performance at Colline Hotel Mukono, to investigate the effect of digital marketing strategies implementation and sales performance at Colline Hotel Mukono, and to examine the moderating effect of the disruptive COVID-19 era on the relationship between digital marketing strategies implementation and sales performance at Colline Hotel Mukono. The study employed a quantitative design due to its ability to investigate the phenomenon at once. The study targeted a sample size of 92 respondents including include sales managers, sales executives, sales representatives, and distribution staff at Colline Hotel. These participants were selected simple randomly. Data was collected using structured questionnaires and interview guides for key informants. Overall, 87.5% of the sample participated. All research findings are presented in tables. The study findings revealed that email marketing strategy implementation, significantly affects sales performance at Colline Hotel. The findings indicate that social media marketing strategy implementation, and Mobile marketing strategy implementation did not have a significant relationship with sales performance. The findings as portrayed by the adjusted R Square indicated that 14.1% of sales performance at Colline Hotel was explained by the three predictor variables (social media, email, and mobile marketing strategy implementation). The disruptive COVID-19 pandemic was found to have a significant moderation effect on the relationship between mobile marketing strategy implementation and sales performance at Colline Hotel. In due regard, the study concluded digital marketing strategies implementation during this era of COVID-19 is vital in the enhancement of sales performance. The study recommends that marketing managers should embrace email, and mobile marketing strategy implementation so as to grow their sales performance base by ensuring use of opt-in (subscription) emails for sending its marketing messages, and using mobile marketing to offer direct communication to customers.