ARCHIVES
Original Article
Social Media's Impact on Brand Performance: A Case Study of Fast-Moving Consumer Goods (FMCG) in Nairobi, Kenya
Safia Rufo Abdulkadir1
Dr. Daniel Langat2
Dr. Samwel Thiongo3
1 2 3 The Cooperative University of Kenya, Nairobi, Kenya.
Published Online: November-December 2025
Pages: 31-35
Cite this article
↗ https://www.doi.org/10.59256/ijrtmr.20250506004
References
1. Adama, H. E., & Okeke, C. D. (2024). Comparative analysis and implementation of a transformative business and supply chain model for
the FMCG sector in Africa and the USA. Magna Scientia Advanced Research and Reviews, 10(2), 265–271.
https://doi.org/10.30574/msarr.2024.10.2.0067.
2. Annisa, L. H., & Mahendrawathi, E. R. (2019). Impact of alignment between social media and business processes on SMEs’ business
process performance: a conceptual model. Procedia Computer Science, 161, 1106-1113.
3. Aswani, R., A. K. Kar, and P. V. Ilavarasan (2017). “Detection of spammers in Twitter marketing: A hybrid approach using social media
analytics and bio inspired computing”. Information Systems Frontiers. 20(November): 515–530.
4. Bolton R, McColl-Kennedy J R, Cheung L, Gallan A, Orsingher C, Witell L, Zaki M (2018). Customer experience challenges: bringing
together digital, physical and social realms. Journal of Supplies Management, 29(5) 776-808
5. Cartwright, S., Davies, I., & Archer -Brown, C. (2021). Managing relationships on social media in business-to-business organisations.
Journal of Business Research, 125, 120–134. https://doi.org/10.1016/j.jbusres.2020.11.0286. Cowling, N. (2024, March 18). Kenya: Most used social networks 2024. Statista. https://www.statista.com/statistics/1229091/most-
popular-social-networks-in-kenya/
7. Chae, B. (Kevin), McHaney, R., & Sheu, C. (2020). Exploring social media use in B2B supply chain operations. Bus iness Horizons,
63(1), 73–84. https://doi.org/10.1016/j.bushor.2019.09.008
8. Chaffey, D., & Smith, P. (2022). Social media marketing. In Digital Marketing Excellence (pp. 273–325). London: Routledge. Retrieved
from https://doi.org/10.4324/9781003009498-6
9. Hafez, M. (2021). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the med iating
role of brand love and brand trust. InternationalJ.BankMarke.39,1353–1376.
10. Ibrahim, B. (2021). Social Media Marketing Activities and Brand Loyalty: A Meta-AnalysisExamination.J. Promot.Manag.28,60–90.
11. Khan, G. F. (2018). Creating Value with Social Media Analytics. CreateSpace, Washington, USA: Kindle Edition.
12. Kidd T. (2018). Enacting engagement online: framing social media use for the museum", Information, Technology & People, Vol. 24
Iss: 1 pp. 64 – 77.
13. Kotler, P., & Pfoertsch, W. (2025). The b2b brand-building process. In B2B Brand Management (pp. 221–305). Cham: Springer Nature
Switzerland. Retrieved from https://doi.org/10.1007/978-3-031-94665-3_4
14. Lal B, Ismagilova E, Dwivedi Y K, & Kwayu S (2020). Return on investment in social media marketing: Literature review
15. Sajane, S., & Gaikwad, H. (2022). Research on the impact of social media on business/startups. International Journal of Entrepreneurship
& Technopreneur (INJETECH), 2, 13-22.
16. Unilever Kenya (2022). Unilever Kenya Limited Lit of Distributors. Unilever Limited. Nairobi.
the FMCG sector in Africa and the USA. Magna Scientia Advanced Research and Reviews, 10(2), 265–271.
https://doi.org/10.30574/msarr.2024.10.2.0067.
2. Annisa, L. H., & Mahendrawathi, E. R. (2019). Impact of alignment between social media and business processes on SMEs’ business
process performance: a conceptual model. Procedia Computer Science, 161, 1106-1113.
3. Aswani, R., A. K. Kar, and P. V. Ilavarasan (2017). “Detection of spammers in Twitter marketing: A hybrid approach using social media
analytics and bio inspired computing”. Information Systems Frontiers. 20(November): 515–530.
4. Bolton R, McColl-Kennedy J R, Cheung L, Gallan A, Orsingher C, Witell L, Zaki M (2018). Customer experience challenges: bringing
together digital, physical and social realms. Journal of Supplies Management, 29(5) 776-808
5. Cartwright, S., Davies, I., & Archer -Brown, C. (2021). Managing relationships on social media in business-to-business organisations.
Journal of Business Research, 125, 120–134. https://doi.org/10.1016/j.jbusres.2020.11.0286. Cowling, N. (2024, March 18). Kenya: Most used social networks 2024. Statista. https://www.statista.com/statistics/1229091/most-
popular-social-networks-in-kenya/
7. Chae, B. (Kevin), McHaney, R., & Sheu, C. (2020). Exploring social media use in B2B supply chain operations. Bus iness Horizons,
63(1), 73–84. https://doi.org/10.1016/j.bushor.2019.09.008
8. Chaffey, D., & Smith, P. (2022). Social media marketing. In Digital Marketing Excellence (pp. 273–325). London: Routledge. Retrieved
from https://doi.org/10.4324/9781003009498-6
9. Hafez, M. (2021). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the med iating
role of brand love and brand trust. InternationalJ.BankMarke.39,1353–1376.
10. Ibrahim, B. (2021). Social Media Marketing Activities and Brand Loyalty: A Meta-AnalysisExamination.J. Promot.Manag.28,60–90.
11. Khan, G. F. (2018). Creating Value with Social Media Analytics. CreateSpace, Washington, USA: Kindle Edition.
12. Kidd T. (2018). Enacting engagement online: framing social media use for the museum", Information, Technology & People, Vol. 24
Iss: 1 pp. 64 – 77.
13. Kotler, P., & Pfoertsch, W. (2025). The b2b brand-building process. In B2B Brand Management (pp. 221–305). Cham: Springer Nature
Switzerland. Retrieved from https://doi.org/10.1007/978-3-031-94665-3_4
14. Lal B, Ismagilova E, Dwivedi Y K, & Kwayu S (2020). Return on investment in social media marketing: Literature review
15. Sajane, S., & Gaikwad, H. (2022). Research on the impact of social media on business/startups. International Journal of Entrepreneurship
& Technopreneur (INJETECH), 2, 13-22.
16. Unilever Kenya (2022). Unilever Kenya Limited Lit of Distributors. Unilever Limited. Nairobi.
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