Browsing by Author "Kihembo, Hope Mary"

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    Electronic Marketing and Marketing Performance of Selected Telecommunication Companies in Uganda in the Post COVID-19 Pandemic Era.
    (2023) Kihembo, Hope Mary
    Telecommunication companies in Uganda embraced e-marketing strategies, however, with market performance remaining undesirable for UTL, Roke telecom and Lyca Mobile. The purpose of the study was to establish the association of electronic marketing in terms of social media marketing, short message service, search engine optimisation with marketing performance of telecommunication companies in Uganda. The researcher used a cross sectional research design with a study population of 230 staff and management from Uganda Telecom Limited, Lyca Mobile and Roke telecom and a sample size of 144, selected using simple random sampling. Questionnaires were used for data collection anchored on a 6 point scale. Test results confirm that there was both reliability and validity given the scores for both being above the minimum of .70. The statistical package for social Scientists (SPSS V. 25) was used for data analysis. Out of 144 the response was 128 (88.8%), the dominant age group was 30-39 years (54%), males dominated with (92%); majority possessed Bachelor Degree that is 97 (76%), Top management was 7 (5%), Middle management 47(37%) and lower management 74 (58%). staff who had served for 1-2 years were the majority , 48(375), Uganda Telecom Limited had 78 (61%), Lyca Mobile, 32 (25%) and Roke telecom 18 (14%). The results revealed a positive and significant relationship between social media marketing and marketing performance (r=.580**, p< 0.01); short messaging service and marketing performance (r=.279**, p< 0.01); search engine optimisation and marketing performance of telecommunication companies in Uganda (r=.309** , p< 0.01). Social media marketing, short message service and search engine optimisation predict 36% of the variance in Marketing Performance among telecom companies in Uganda. Social Media Marketing (Beta=.505, p<0.01) and Search engine optimisation (Beta=.199, p<0.01) were the only significant predictors of the variance in market performance. The study concludes that the use of media sharing , social networks and community blogs is associated with improvements in market performance in terms of sales volume, market share and customer satisfaction. Proper use of text messaging, video messaging and audio messaging is likely to improve on the ability of telecommunications companies to realise enhancements in marketing performance. Telecommunications companies can improve on marketing performance using appropriate search engine optimisation through key word ranking, aesthetic appeal and working on having content quality all the time. In a bid to improve marketing performance, telecommunications are likely to get significant marketing performance improvements if these two elements are worked on. The study recommends emphasising media sharing enhancements, improved social networking, management to improve on the intensiveness in the use of blogs, management to encourage better use of search engine optimisation though key word ranking, using key words on the internet in reference to products, ICT staff of telecommunications to always improve on the visual appearance of adverts, management to form a quality management team to oversee the content quality. Key Words : social media marketing, short messaging service, search engine optimisation , marketing performance , telecom companies in Uganda.