FACTORS AFFECTING DIGITAL CONTENT MARKETING AMONG FISH TRADERS IN KENYA. A CASE OF SINDO FISH TRADERS IN HOMA BAY COUNTY

Abstract

The primary goal of this research was to identify the elements that influence digital content marketing among Kenyan fish vendors. The Homa Bay County lawsuit involving Sindo Fish Traders. The objectives of this study were to ascertain the impact of digital literacy on digital content marketing among Sindo Fish Traders in Homa Bay County, to examine the impact of consumer behavior on digital content marketing in this same sector, to assess the impact of market competition on digital content marketing in this same sector, and to ascertain the impact of financial resources on digital content marketing in this same sector. The research team at Sindo Fish Traders aimed to collect data from 280 employees as part of their descriptive study. The study's principal data gathering tool was a questionnaire, and it used a census sample technique to pick 280 Sindo Fish Traders. Ethical principles such as informed permission, anonymity, privacy, and confidentiality were maintained throughout the investigation. The data was organized and sorted using SPS Version 26, descriptive statistics were used to examine the findings, and the results were presented in tables and figures. The results showed that even while a lot of traders know digital marketing is important, they don't really know how to use it. This is especially true when it comes to social media and analyzing the competition. Therefore, in order to increase traders' digital marketing abilities, the study suggests implementing focused training and support programs, better financial systems, and collaborative networks. In order to promote corporate growth and customer engagement in an increasingly digital environment, the study suggests that it is vital to foster digital literacy and allocate resources effectively for digital marketing in the fish trading industry.