The Role of Technology-Based Branding Strategies in Enhancing and Promoting Brand Loyalty in Kenya's Public Sector

##plugins.themes.academic_pro.article.sidebar##

Published
https://doi.org/10.71064/spu.amjr.1.1.2025.349
Download
PDF
Statistic
Vol. 1 No. 1 (2025): Special Issue - African Multidisciplinary Journal of Research (AMJR)

##plugins.themes.academic_pro.article.main##

Kiptum Kogo
St. Paul's University

Abstract

This paper investigates the role of technology-based branding strategies in enhancing and promoting brand loyalty in Kenya's public sector. With the rapidly growing technological advancement, technology-driven branding is increasingly being leveraged in private and public sectors. For the former, the profit motive and market share considerations guide the scope of digital tools used in enhancing brand equity. Currently, various government Ministries, Commissions, and state corporations use social media, online service platforms, websites, and mobile applications in their portfolio of communication channels. However, the outcomes of the public sector's adoption of technology-driven branding have not been sufficiently studied, with much of the literature being centered on the private sector. Therefore, this paper provided a focused analysis that would generate insights into the nature and scale of technological impact in public sector branding. The study employed mixed-method research to address research questions that include the role of technology-driven branding in citizen engagement, service delivery, brand loyalty, and public perception. Regarding the primary data, the study relied on survey instruments administered to authoritative respondents from the sampled institutions. A sample of 181 respondents was utilized from a population of 330 with respect to the 21 ministries, 248 state corporations, 14 Commissions, and 47 county governments in the Republic of Kenya. Specifically, data collection involved the use of closed and structured questionnaires administered online through Qualtrics and analysed using statistical software and online analytic solutions. Additionally, the research reviewed literature on digital branding between the years 2010 and 2020 with variables relevant to both the private and public sectors. Key findings underscored the fact that technology-driven branding strategy and citizen behaviour have not been linked in the public sector. The findings were particularly important to policymakers in the formulation of communication policy, development of digital governance frameworks, and brand visibility.

##plugins.themes.academic_pro.article.details##

How to Cite
The Role of Technology-Based Branding Strategies in Enhancing and Promoting Brand Loyalty in Kenya’s Public Sector. (2025). African Multidisciplinary Journal of Research, 1(1), 333-348. https://doi.org/10.71064/spu.amjr.1.1.2025.349

How to Cite

The Role of Technology-Based Branding Strategies in Enhancing and Promoting Brand Loyalty in Kenya’s Public Sector. (2025). African Multidisciplinary Journal of Research, 1(1), 333-348. https://doi.org/10.71064/spu.amjr.1.1.2025.349

References

  1. A.T. Chatfield, H.J.J. Scholl, U. Brajawidagda (2013). Tsunami early warnings via Twitter in government: Net-savvy citizens' co-production of time-critical public information services.
  2. Government Information Quarterly, 30 (4) (2013), pp. 377-386 DOI: https://doi.org/10.1016/j.giq.2013.05.021
  3. Dhingra, M., & Mudgal, R. K. (2019, March). Historical evolution of social media: An overview. In International Conference on Advances in Engineering Science Management & Technology (ICAESMT)-2019, Uttaranchal University, Dehradun, India. DOI: https://doi.org/10.2139/ssrn.3395665
  4. Grimmelikhuijsen, S. G., & Meijer, A. J. (2015). Does Twitter increase perceived police legitimacy? Public Administration Review, 75(4), 598-607. https://doi.org/10.1111/puar.12378 DOI: https://doi.org/10.1111/puar.12378
  5. Jiang, T., Wang, Y., Lin, T., & Shangguan, L. (2021). Evaluating Chinese government WeChat official accounts in public service delivery: A user-centered approach. Government Information Quarterly, 38(1), 101548. DOI: https://doi.org/10.1016/j.giq.2020.101548
  6. Martínez-González, J. A., & Álvarez-Albelo, C. D. (2021). Influence of Site Personalization and first impression on young consumers' loyalty to tourism websites. Sustainability, 13(3), 1425. DOI: https://doi.org/10.3390/su13031425
  7. Milakovich, M. E. (2021). Digital governance: Applying advanced technologies to improve public service. Routledge. DOI: https://doi.org/10.4324/9781003215875
  8. Mohajan, H. K. (2020). Quantitative research: A successful investigation in natural and social sciences. Journal of Economic Development, Environment and People, 9(4), 50-79. DOI: https://doi.org/10.26458/jedep.v9i4.679
  9. Mostafa, R. B., &Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions?. Asia Pacific Journal of Marketing and Logistics, 33(4), 1033-1051. DOI: https://doi.org/10.1108/APJML-11-2019-0669
  10. Nardi, P. M. (2018). Doing survey research: A guide to quantitative methods. Routledge. DOI: https://doi.org/10.4324/9781315172231
  11. Ochara, N. M., & Mawela, T. (2015). Enabling social sustainability of e-participation through mobile technology. Information Technology for Development, 21(2), 205-228. DOI: https://doi.org/10.1080/02681102.2013.833888
  12. Ondego, B., & Moturi, C. (2016). Evaluation of the Implementation of the e-Citizen in Kenya. International Journal of Applied Information Systems, 10(4), 13-21. DOI: https://doi.org/10.5120/ijais2016451486
  13. Oyibo, K., Adaji, I., Orji, R., &Vassileva, J. (2018). What drives the perceived credibility of mobile websites: classical or expressive aesthetics?. In Human-Computer Interaction. Interaction in Context: 20th International Conference, HCI International 2018, Las Vegas, NV, USA, July 15–20, 2018, Proceedings, Part II 20 (pp. 576-594). Springer International Publishing. DOI: https://doi.org/10.1007/978-3-319-91244-8_45
  14. Plotnick, R. (2024). Power button: A history of pleasure, panic, and the politics of pushing. MIT Press.
  15. Rahman, M. M., Tabash, M. I., Salamzadeh, A., Abduli, S., & Rahaman, M. S. (2022). Sampling techniques (probability) for quantitative social science researchers: a conceptual guideline with examples. Seeu Review, 17(1), 42-51. DOI: https://doi.org/10.2478/seeur-2022-0023
  16. Riany, G. (2018). K., Were, S., Kihara, A.(2018). Influence of e-Government Strategy Implementation on the Performance of Public Service Delivery in Kenya. International Journal of Strategic Management, 7(2), 32-49.
  17. Riany, K. G. (2021). Influence of e-government strategies on public service delivery of state agencies in Kenya: The moderating effect of strategy execution (Doctoral dissertation, JKUAT-COHRED). DOI: https://doi.org/10.24018/ejbmr.2021.6.2.712
  18. Trischler, J., & Westman Trischler, J. (2022). Design for experience–a public service design approach in the age of digitalization. Public Management Review, 24(8), 1251-1270. DOI: https://doi.org/10.1080/14719037.2021.1899272
  19. Wu, M. J., Zhao, K., & Fils-Aime, F. (2022). Response rates of online surveys in published research: A meta-analysis. Computers in Human Behavior Reports, 7, 100206. DOI: https://doi.org/10.1016/j.chbr.2022.100206
  20. Zavattaro, S. M., French, P. E., & Mohanty, S. D. (2015). A sentiment analysis of U.S. local government tweets: The connection between tone and citizen involvement. Government Information Quarterly, 32(3), 333-341. DOI: https://doi.org/10.1016/j.giq.2015.03.003