Abstract:
Media convergence is an effective mechanism to enhance brand visibility of medium
enterprises in the market as it’s varied and cost effective. However medium enterprises
are hampered by fragmented marketing structures and efforts which prevents them from
taking advantage of media convergence to amplify brand messaging across media sites
and channels. In fact some medium enterprises marketers still view paid, owned, earned
and shared media as separate hence develop brand media strategies independent of each
other. Thus they miss out on effective ways to offer relevant and necessary brand
information to their clients and to heighten their level of engagement with the target
customers. Hence this consequently constrains their brand growth in the market.
Therefore the objective of the study was to examine the effect convergence of media on
brands growth with specific reference to selected medium enterprises in Kenya. The
specific objectives of the study included the effect of owned, paid, shared and earned
media on brand growth in the medium enterprises in Kenya. The research study used
descriptive research design in collecting the data from respondents. The target population
was drawn from selected medium enterprises consisting of marketing/brand managers.
The research study used multi-stage sampling procedure to select a representative sample
of 128 respondents consisting of brand/marketing managers. The primary data for the
study was collected using the questionnaires. Data was analyzed using descriptive, chi
square, regression and correlation statistics with the aid of Statistical Package for Social
Sciences and presented using tables. The study established that paid owned, earned and
shared media affects brands growth among medium enterprises as they enhance brand
recall levels and engagement with customers; improve relations with the customers and
other stakeholders who are key to brand performance and facilitated enterprises to
leverage on customer conversations and reviews to promote their brands and reduce
communication costs hence resulting in brand growth. The study recommends the need
for marketers to utilize all of online and offline paid media to increase brand engagement;
to take advantage of earned media through the creation of unique content and offerings
tailored to each specific target market
