Browsing by Author "Mugisha Moris"

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    An Assessment of Online Marketing Efforts at Jumia Uganda Limited.
    (Makerere University Business School, 2024-11-20) Mugisha Moris
    This study aimed to evaluate the online marketing strategies employed by Jumia Uganda Limited. The research focused on three key areas: the methods of online marketing used by Jumia, the challenges faced in implementing these methods, and proposed strategies to improve online marketing efforts at Jumia Uganda Limited. A quantitative approach utilizing a cross-sectional design was employed, with 85 respondents completing the questionnaires out of the 103 sample that was targeted, resulting in a 82% response rate. Data was analyzed using version 23 of the Statistical Package for Social Sciences (SPSS). The findings revealed that Jumia employs various online marketing techniques such as email campaigns, social media engagement, search engine optimization (SEO), and influencer partnerships. However, challenges such as information overload, inconsistent brand messaging, and a lack of personalized customer experiences were identified. Recommendations for improvement included the introduction of online loyalty programs, enhanced data security measures, and the use of analytics to better understand customer behavior. The study concluded that while Jumia Uganda has made significant strides in online marketing, addressing these challenges is critical for maintaining a competitive edge in Uganda’s growing e-commerce market. Future research could explore online marketing strategies in other sectors such as financial institutions, educational institutions, and non-governmental organizations.