This study sought to establish the effect of perceived attributes, perceived risk and perceived value on usage of online retailing services in Nairobi, Kenya. It employed a descriptive, correlational, survey design whereby a sample of 391 respondents who are registered users of 6 online retailing services in Nairobi, Kenya was selected using multi-stage sampling methods. Primary data was collected using an electronic questionnaire instrument, while secondary data was collected via a review of relevant records and documents. The data was analyzed using both descriptive as well as inferential statistics. Results show that all three perceptual factors have a significant effect on the usage of online retailing services.

The purpose of this study was to determine the effect of marketing capabilities and distribution strategy the performance of MSP intermediary organizations. The mobile service providers sector is a major contributor to the country's economic growth and achievement of development goals and vision 2030. Nevertheless, the performance of MSP intermediary organisations appears to have stagnated and is even on a declining trend in some cases. This study employed a descripto-explanatory cross-sectional survey research design. The study collected primary data from 219 respondents drawn from a target population of 397 selected using stratified and simple random sampling procedures. A semi-structured questionnaire was used to collect data. The data was analysed using descriptive statistics in the form of frequencies and one sample t-tests. Simple linear regression and multiple linear regression in SPSS were used for inferential statistical analysis. This study established that marketing capabilities and choice of distribution strategy had a composite effect in contributing significantly to the MSP Intermediary organisations 'performance. The study recommends MSP intermediary organisation sales managers need to lobby management to invest in training and appropriate performance compensation plan for its sales people as well as the ICT system that will enable efficient routing of the customers, where daily actual/targets and retailer information is availed, enhancing proper monitoring and evaluation of the sales team and their activities which will lead to improved performance of the MSP intermediary organisation.

To address the ever-changing needs of the clients, MSEs have to potentiate their one-to-one interaction with their customers as a cornerstone for their marketing performance. This is because interactive marketing courtesy of interactive communication makes a real effort to reach customers and understand their needs and preferences leading to high levels of marketing performance. However, the use of collaborative technologies for interactive communication amongst MSEs in Kenya remains a challenge. Therefore, the purpose of this study was to establish the influence of interactive communication on the marketing performance of micro and small enterprises within Nyanza region, Kenya. Theory of relational market behaviour and a cross-sectional survey research design was adopted with a target population of 3,211 registered MSE owners in the Nyanza out of which sample size of 356 was selected using Yamanes (1967) formula. Data was collected using questionnaires and analyzed using descriptive statistics and inferential statistics using SPSS version 25.0. From findings intercreative communication explained 30.7 percent variation on marketing performance. A coefficient of .319 indicated that a unit change in interactive communication leads to .319 units of positive change in marketing performance. In conclusion interactive communication significantly predicts marketing performance at  thus the rejection of the null hypothesis. There is need for MSEs to strengthen their interactive communication platforms for consumers to voice their requirements, perspectives, or opinions and support information exchange. They should also develop methods for collecting input from customers. The report also suggests that when dealing with consumers, MSEs should use positive language, be concise and clear, and personalize their interactions. Thus, it mandates the MSEs to scan the marketing environment for opportunities and align their capabilities of interactive marketing communications with the changes in the customer preferences for maximal output. The finding of this study can help major stakeholders in the MSE sector to strengthen interactive marketing communications for marketing performance.

This study aimed to determine the impact of interactive marketing on the marketing performance of MSEs in Kenya's Nyanza region. The research was founded on the positivist paradigm. The study employed a cross-sectional survey methodology. Targeting 2,503 MSEs and sampling 356 respondents using the Yamane formula and simple random stratified sampling The self-administered, semi-structured questionnaire used to collect the primary data was analyzed using regression analysis. Cronbach's alpha and the Shapiro-Wilk test were used to examine the reliability and normality of the data, respectively. Interactive marketing was found to have a significant impact on marketing performance (t = 19.933, p = 0.0000.05). Therefore, the study recommends extensive implementation of interactive marketing to improve the marketing performance of micro, small, and medium-sized enterprises (MSEs), which would ultimately contribute to increased profits and stability.