Effects of media convergence on brand growth in selected medium sized enterprises in Kenya

Media convergence is taking place at a rapid pace yet companies are hampered by fragmented marketing structures and efforts consequently failing to effectively influence customer buying decisions hence constraining their brand growth. 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 113 respondents. The primary data for the study was collected using the questionnaires and analyzed using chi square, regression and correlation statistics with the aid of Statistical Package for Social Sciences. The study established that paid owned, earned and shared media affects brands growth among medium enterprises. It found that the converged media has enhanced brand visibility, positioning, differentiation, recall levels and engagement with customers; improve relations with the customers and other stakeholders who are key to brand growth and facilitated enterprises to leverage on customer conversations and reviews to promote customer loyalty and brand share of the voice at the customer decision table