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Effect of digital marketing strategies on performance of Commercial Banks in Kenya

Type of Resource:

Year of Publication:

- Trends

- Internet Access, Affordability And Use

Author(s): Madegwa Edwin

This study was aimed at examining and establishing the effects of digital marketing strategies on the performance of commercial banks in Kenya. Descriptive cross sectional survey was used as a research design that targeted a population of all the 43 commercial banks in Kenya. The study also found out that Digital Marketing communication strategy enhanced communication between commercial banks and international clients, helped customers to get 24 hour service, made online technical easily available to clients, enhanced banks response to inquiries, enhanced efficiency and effectiveness, reduction in communication cost, improvement of information about product and price.


Region of Study:
East Africa,

Country of Study:

Study Quality