Abstract: The general objective of this study was to investigate the effects of the organisation’s marketing purpose on the adoption of social media marketing by hospitals in Nairobi City County, Kenya. A total of 51 respondents from both public and private hospitals were used as the sample size for the study. Data was collected using a semi-structured questionnaire. Statistical analysis included Cronbachs Alpha, Correlation, Regression and Analysis of Variance was done. This study tested the null hypotheses that marketing purpose does not have a significant effect on the adoption of social media marketing by hospitals in Nairobi City County, Kenya. Hypothesis testing using p-value approach was done to give the strength of the decision to reject or fail to reject the null hypothesis. The study found that there was a positive and significant relationship between marketing purpose and adoption of social media marketing by hospitals in Nairobi City County, Kenya. The study, therefore, recommends that for hospitals to adopt social media marketing successfully, they must have a clear marketing goal or purpose which is important in achieving their marketing strategic goals.
Keywords: healthcare communication, social media, marketing strategic goals, hospital marketing.
Title: Marketing Purpose as a Determinant of Adoption of Social Media Marketing By Hospitals in Nairobi City County, Kenya
Author: Eunice Mwangi, Dr Mike Iravo, Dr Agnes Njeru
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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