The effect of online marketing on competitive advantage of a firm Case study; Kaymu Uganda

Abstract

The aim of this study was to assess the effect of online marketing on competitive advantage. The study considered E-mail marketing, mobile marketing and social media marketing as online marketing strategies. The study design was a case study and the area of study was Kaymu Uganda head offices on Ben Kiwunuka Street in Kampala and the respondents were randomly selected among the staff members thus the population total was55 and sample size of 48 respondents. Questionnaire was used as the instrument for data collection. Data from the field was analyzed using SPSS version 16 and descriptive statistics was used to analyze the data and correlation analysis was computed to test the relationship between the variables. The study revealed that the ismoderate weak positive and a significant relationship between E-mail marketing and competitive advantage, moderate strong positive and a significant relationship between mobile marketing and competitive advantage and moderate weak positive and a significant relationship between Social media marketing and Competitive advantage. The study recommended that Kaymu Uganda should give more serious attention to online marketing and endeavor to choose appropriate strategies that match for every product and service as well adopt and effectively fulfill the orders of customers in time. Social media is an indispensable factor of online marketing as all tenets of social media must be executed through its human capital; therefore Kaymu Uganda must endeavor to take Social media very serious for assurance of increased sales.