DIGITAL MARKETING STRATEGY AND URBAN MALE CONSUMER BUYING BEHAVIOUR IN THE COSMETIC INDUSTRY IN NAIROBI COUNTY, KENYA

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dc.contributor.authorANNE MALI KITHEKA
dc.date.accessioned2026-03-31T18:18:24Z
dc.date.available2026-03-31T18:18:24Z
dc.date.issued2025-07
dc.descriptionThesis
dc.description.abstractThe Cosmetic industry has long been targeting the female consumer segment; but in the last ten years, there has been a significant change as more men in the urban regions have started using grooming products. Social changes, the growing importance of personal health, and the growing effectiveness of digital platforms have been the driving force behind this transformation. In this research, the researcher was interested in the effect of digital marketing strategies on the urban male consumer buying behaviour in the Cosmetic industry in Nairobi County, Kenya. The digital marketing techniques discussed are search engine optimization (SEO), social media marketing, influencer marketing and content marketing. Theory of Planned Behaviour (TPB), Social Influence Theory, and Technology Acceptance Model (TAM) are the guiding theories of the study, which offered a solid theoretical background to examine the influence of digital strategies on consumer perceptions, engagement, and purchase intent. The independent variables were the SEO, social media marketing, influencer marketing, and digital content marketing, whereas the dependent variable was the urban male consumer buying behaviour. The research was focused on 214 male consumers in the Nairobi County. A sample size of 139 consumers was used by simple random sampling since it was representative. The quantitative method and a causal research design were taken. The structured questionnaires were used to collect data in the form of Likert scale items that aimed at capturing the impact of each digital strategy. The data was analysed with the help of descriptive statistics, correlation analysis, and multiple linear regression, and the validity of the regression model was proved with the help of diagnostic tests. The research established that the four digital marketing strategies positively and significantly impacted urban male consumer buying behaviour. The search engine optimization helped in generating greater brand visibility and trust that was transferred to more purchases from the male consumers. Social media marketing is becoming an effective tool of engagement, trust, and conversion, which highlights the need to use interactive and personalized digital interactions. The most influential predictor of buying behaviour was influencer marketing, which shows the powerful nature of credible and relatable influencers in influencing male consumer decisions within the grooming and personal care market. Digital content marketing, being relatively moderate in its effect, was identified as playing a supporting role, as it educates consumers, reinforces brand power, and helps to build purchase confidence. The results support the fact that integrated digital marketing approaches are necessary to reach the urban male consumer segment, establish trust, and stimulate long-term purchasing behaviour. The research offers evidence-based ideas that can assist cosmetic brands to align their campaigns to the needs of this expanding population. In addition, the study helps to fill the gap in gender-inclusive marketing research and provides practical suggestions on how to use digital strategies in the Cosmetic industry of Kenya in a changing environment.
dc.identifier.urihttps://repository.cuea.edu/handle/123456789/665
dc.language.isoen_US
dc.publisherTHE CATHOLIC UNIVERSITY OF EASTERN AFRICA
dc.subjectDigital marketing strategy
dc.subjectconsumer buying behaviour
dc.subjecturban male consumers
dc.subjectcosmetic industry
dc.subjectbrand engagement.
dc.titleDIGITAL MARKETING STRATEGY AND URBAN MALE CONSUMER BUYING BEHAVIOUR IN THE COSMETIC INDUSTRY IN NAIROBI COUNTY, KENYA
dc.typeThesis

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