Browsing by Author "Namata, Camillus"

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    The Relationship Between Digital Influencers, Digital Marketing and Brand Engagement of Private Health Care Facilities in Kampala.
    (Makerere University Business School, 2025-04-16) Namata, Camillus
    The study was about establishing the relationship between digital influencers, digital marketing and brand engagement of health care service providers in Uganda. It assessed the impact of social networks influencers in promoting brand engagement and it mainly looked at brand perception through authentic and relatable content. It was estimated that by 2024, Ugandan healthcare providers will have spent approximately 6.1 billion shillings to achieve the desired level of brand engagement. Despite of the spending and potential benefits of brand engagement, many health care providers have not achieved the requisite client brand engagement. The study set out to examine the relationship between: digital influencers and brand engagement of health care service providers; digital marketing and brand engagement of health care service providers; and digital marketing, digital influencers and brand engagement of health care service providers in Uganda. The study adopted a cross-sectional design. A cross-sectional approach was utilized due to the necessity of collecting responses from several respondents concurrently. The study was quantitative in nature. For this study the population comprised of private health care facilities in Kampala district. Drawing on the sample size table from Krejcie and Morgan (1970), 349 health facilities were chosen as the sample. Data was collected by use of a questionnaire which was based on a five-point Likert scale. Data analysis was presented using inferential statistics, that Pearson correlations and regression. The study results showed that there was a significant and positive relationship between digital influencers and brand engagement among healthcare service providers in Uganda (r=.563**, p<.01). The results further showed that there was significant, moderate positive relationship between digital marketing and brand engagement among healthcare service providers in Uganda (r=.588**, p<.01). The results showed that both digital influencers and digital marketing are significant predictors of brand management. This is shown by the significance of digital marketing (beta=.398, p<.01), and of digital influencers (beta=.324, p<.01). It was concluded that digital influencers, digital marketing, and the combined effects of both significantly impact brand engagement among healthcare service providers in Uganda. The study recommended that Healthcare service providers should prioritize collaborations with relevant digital influencers who have credibility and resonance with target healthcare audiences. Digital marketers within the healthcare sector should employ targeted digital marketing strategies that enhance the reach and impact of influencer content. A strategic combination of influencer and digital marketing efforts is essential, as it showed the highest positive correlation with brand engagement. In addition, regulatory bodies such as Ministry of Health and the Uganda Communication Commission (UCC) should establish and enforce guidelines for influencer marketing within the healthcare sector.