Browsing by Author "Ntara, Caroline"

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Digital Marketing Strategy and Consumer Purchase Intention
(Future X Journal, 2023) Awuor, Teresia; Owino, Edward; Ntara, Caroline
The emergence of the electronic marketplace has redefined marketing practices. Today, competitiveness is defined by a firm’s experience in being tech savvy. Leveraging digital marketing tools is an antecedent to influencing consumer purchase intentions and is gaining traction in many industries. In the face of these developments, limited evidence exists on the adoption and use of technology in the motor vehicle industry. Global trends point to the existence of volatility in the sales of vehicles, hence the need for examining the probable nexus between digital marketing tools and consumer purchase intention in the motor vehicle industry in Kenya. Specifically, the study sought to establish the effect of social media marketing, website marketing and search engine optimization on consumer purchase intention. Anchoring on the unified theory of acceptance and use of technology, theory of reasoned action and the technology acceptance model, the study demonstrates the application of these theories in influencing consumer purchase intention. Guided by a cross-sectional survey design, the study targeted 197 registered motor dealers in Nairobi City County. Researchers used a simple random sampling to select 131 respondents. A structured research instrument was 139 Digital Marketing Strategy and Consumer Purchase Intention. Awuor, T., Owino, E. & Ntara, C. (2023). Future X Journal 1(2), 139-157. Introduction The transition of buyers from the physical market space to the electronic market space (e- market) requires modern firms to shift from being brick-and-mortar organisations to being either pure-play entities or click-and-mortar organisations. As time passes, new technologies are emerging to supplement or substitute business roles more efficiently and expediently. Marketing is one of the most transformed business functions, with more companies integrating digital technologies into their daily operations, especially following the Covid-19 pandemic (Chouhan & Singh, 2021). Digital technologies have transformed marketing communication and how customers interact with their favourite brands (Fawzeea et al., 2019). The motor vehicle industry is one of the most concentrated industries in the world, with few registered companies fiercely competing in the same market (Khisa & Kariuki, 2022). According to Al- Kanaani et al. (2021), the vehicle production rate far exceeds purchase capacity in developing nations, and motor industry firms must integrate new marketing technologies to remain competitive. deployed in data collection and the survey monkey technique was applied to complement the process. A pilot test of the instrument was done, and its validity and reliability were confirmed. A mean scores analysis shows that automobile firms have embraced the use of digital marketing to a great extent. Exploratory factor analysis decomposed the study variables into a three- factor structure. The factors were regressed against the predicted variable and the first two factors had a positive and significant effect while the third factor had a significant but negative effect on the predicted variable. It was deduced that digital marketing tools significantly affected consumer purchase intention; therefore, players in the auto mobile industry should swiftly embrace and invest in digital marketing technologies to excel in the e- market space.
Political Leadership and Regional Integration: A Case of the East African Community Common Market
(Journal of Management and Training for Industries, 2023) Ntara, Caroline
The East African Community (EAC) is a regional integration initiative of East African countries, including Uganda, the Democratic Republic of Congo, Tanzania, Kenya, South Sudan, Burundi and Rwanda. The EAC is struggling to achieve a fully functional common market. This research investigated political leadership as an impediment to the region’s trade advancement using interpretative phenomenology. The research interviewed selected individuals from the member state governments, regional trade bodies and private sector practitioners across the region. The findings posit that poor political leadership is a major challenge affecting common market implementation. The research proposes relooking the EAC decision-making model reconciliation, a sanction mechanism, political will and commitment, re-evaluating the principle of variable geometry, financial solidarity, member states contributions, independence of EAC institutions, anticorruption and EAC visioning as major solutions towards common market implementation. The study recommends further research on how the solutions can be implemented for the benefit of the region.
The Corona Virus Pandemic: Was Africa Caught Flatfooted?
(International Journal of Development and Economic Sustainability, 2023) Mwanzia, Mary; Owino, Edward; Ntara, Caroline
Despite an earlier warning about the occurrence of coronavirus in future, the world seems to have been caught by surprise. In particular, Africa did not appear to have the financial readiness to afford vaccines or healthcare for the affected. The World Health Organization (WHO) proclaimed COVID-19 a global health crisis in January 2020. Since its detection in Wuhan, China, the infection moved to Europe, particularly Italy in early March and eventually spread to the rest of the world. However, in Africa, the pandemic could have brought unprecedented damage with ripple effects to economies. From the events following the pandemic, it appeared that Africa was not prepared. This study is structured as a research paper that interrogates the literature and presents the key elements of pandemic preparedness for Africa. The new conceptual model can guide researchers and policymakers in conducting further research for scholarly discourse and practical application.
The Researcher Issue 2-2024
(KCA University, 2024) Onywera, Vincent O; Simiyu, Christine N; Ntara, Caroline; Were, Isaiah
In today's rapidly evolving academic and professional landscapes, institutions of higher learning must continually adapt and innovate to remain relevant and impactful. KCA University stands at the forefront of this evolution, emphasizing interdisciplinary research, innovative teaching methods, and lifelong learning as key components of its educational philosophy. At KCA University, we are dedicated to fostering a robust research ecosystem. Our Division of Research Innovation and Outreach plays a crucial role in this, providing structured support for both faculty and student research initiatives. By facilitating access to research grants and encouraging interdisciplinary collaboration, we ensure that our research efforts are both cutting-edge and impactful. Our investments in state-of-the-art facilities and technology further strengthens our research capabilities, positioning us as leaders in academic and practical innovation