Events Marketing as a Strategic Communication Tool towards Performance of Telecommunication Firms: A Case of Safaricom Plc, Kenya


  • Imelda Wanjiku Wanyeri Catholic University of Eastern Africa


The traditional means of marketing communications have begun to lose their luster and companies are racing to find alternatives and modern tools to communicate with its stakeholders to achieve various marketing objectives. The study investigated how promotion of events, sponsorship of events, participation in online events and participation in trade show events as strategic marketing communication strategies influence performance in Safaricom Company. The study was anchored on four theories namely; AIDA theory, social exchange theory, relationship marketing theory and diffusion of innovations theory. The descriptive research design was utilized.. The target population comprised of 2045 employees. The unit of analysis included consumer Business unit division, Enterprise Business unit division, financial services division, corporate affairs division and strategy and innovation division. The units of observation were top managers, middle managers and junior officers. The study used a sample size of 354 respondents. The study administered questionnaires to gather the data. Statistical Package for the Social Sciences (SPSS) was used to organize, code and analyze information to generate the quantitative report. The data was analyzed using descriptive and inferential statistics. The descriptive statistics were presented in averages, frequencies distributions and percentage distributions while the inferential statistics included the correlation coefficient. The findings of the study established that trade shows & fairs, sporting events, entertainment events, charity events, and roadshows were the most event marketing activities used by Safaricom PLC Company. The study also found that event marketing strategies included participation in physical events, participation in online events and sponsorship of events. The study concluded that participation in physical events and company's performance was positively and significantly associated (r=.724, p=.000). Participation in online events and the company's performance was positively and significantly associated (r=.542, p=.000). Participation in online events was positively and significantly associated with company's performance (r=.683, p=.000). The study recommended that management at Safaricom Plc need to emphasize much on event marketing activities such as trade shows & fairs, sporting events, entertainment events, charity events, and roadshows. It is also recommended that during participation in physical events, the company need to offer free sample and gifts at the events and create a social setting for attendees to raise their satisfaction level. It is also recommended that there should be online advertising during live stream events. The Company should emphasize much on online adverting because online advertising can be used to drive traffic to the site and build brand awareness. Safaricom Company needs also to be involved in the sponsorship of events. Sponsorship increases reach and exposures to new clients, customers and businesses.

Keyword: sponsorship of events, online events, physical events, performance, Safaricom Plc,

Author Biography

Imelda Wanjiku Wanyeri, Catholic University of Eastern Africa

Post Graduate Student, Catholic University of Eastern Africa



Agrawal, A., Mohanty, P., & Totala, N. K. (2019). Does EVA Beat ROA and ROE in Explaining the Stock Returns in Indian Scenario? An Evidence Using Mixed Effects Panel Data Regression Model. Management and Labour Studies, 44(2), 103-134.

Amoako, G. K., Dartey-Baah, K., Dzogbenuku, R. K., & Junior, S. K. (2012). The effect of sponsorship on marketing communication performance: A case study of Airtel Ghana. African Journal of Marketing Management, 4(2), 65-79.

Basil, M., & Bolls, P. (2018, June). Emotional Aspects of Marketing: Theory and Methods: An Abstract. In Academy of Marketing Science World Marketing Congress, Springer, Cham.

Bowdin, G., Allen, J., O’Toole, W., Harris, R., McDonnell, I. 2010. Events Management. Oxford: Elsevier Butterworth-Heinemann.

Cheptoo, N., H. (2016). Factors influencing the adoption of sports sponsorship as a marketing tool by Kenyan firms in the telecommunication industry. (Master Thesis, university of Nairobi)

Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126.

Ghafari, S. M., Yakhchi, S., Beheshti, A., & Orgun, M. (2018,). Settrust: Social Exchange Theory Based Context-Aware Trust Prediction in Online Social Networks. International Workshop on Data Quality and Trust in Big. Springer, Germany.

Hadiyati, E. (2016). Study of marketing mix and aida model to purchasing on line product in indonesia. British Journal of Marketing Studies, 4(7), 49-62.

Lyndah, M. (2014). Effects of sports sponsorship on performance of Kenyan firms involved in sports (Doctoral dissertation, Kabarak University).

Mbugua, D. M. (2014). Personal selling strategies and performance of pharmaceutical firms in Nairobi, Kenya. (Master thesis, university of Nairobi).

Oluwafemi, o. j., & adebiyi, s. o. (2018). Customer loyalty and integrated marketing communications among subscribers of telecommunication firms in lagos metropolis, nigeria. Journal of Competitiveness, 10(3), 101-118.

Pashootanizadeh, M., & Khalilian, S. (2018). Application of the AIDA model: Measuring the effectiveness of television programs in encouraging teenagers to use public libraries. Information and Learning Science, 119(11), 635-651.

Pembi, S., Fudamu, A. U., & Adamu, I. (2017). Impact of sales promotional strategies on organizational performance in Nigeria. European Journal of Research and Reflection in Management Sciences, 5(4), 124 -138

Petrova, M. (2014). Participation in Trade Shows as a Method of Improving Marketing Performance. (Doctoral Thesis, Saimaa University).

Prathapan, M., Sajin Sahadevan, D., & Zakkariya, K. A. (2018). Effectiveness of digital marketing: Tourism websites comparative analytics based on AIDA model. International Journal of Innovative Research & Studies, 8(4), 262-273.

Preston, I. L. (1982). The association model of the advertising communication process. Journal of Advertising, 11(2), 3-15.

Rogers, E. M. (1995). Lessons for guidelines from the diffusion of innovations. Joint Commission Journal on Quality and Patient Safety, 21(7), 324-328.

Rubi, V. M. (2018). Influence of Competitive Strategies on the Performance of Supermarkets in Nairobi Central Business District. (Doctoral dissertation, United States International University-Africa).

Rubin, A., & Babbie, E. R. (2016). Empowerment series: Research methods for social work. Cengage Learning, United States.

Seukindo, N. O. (2017). Effect of Marketing Communication Mix on Sales Performance of Soft Drink Companies in Dar Es Salaam, Tanzania (Doctoral dissertation, Kenyatta University).

Simpson, G., & Clifton, J. (2017). Testing diffusion of innovations theory with data: financial incentives, early adopters, and distributed solar energy in Australia. Energy Research & Social Science, 29, 12-22.

Taylor, M. A., & Bonsall, P. W. (2017). Understanding traffic systems: data analysis and presentation. Routledge, United Kingdom.

Wamalwa, C. (2014). Influence of Marketing Strategies on Attraction of International Customers in the Hotel Industry in Nairobi, Kenya (Doctoral dissertation, university of Nairobi).

Wamiri, J. (2016). Determinants of customer satisfaction among exhibitors at the Nairobi international trade fair in Kenya (Doctoral dissertation, university of Nairobi).

Wangui, M. (2016). Events marketing, brand orientation and performance of commercial banks in Kenya. (Master’s Thesis, University of Nairobi).

Yan, Z., Wang, T., Chen, Y., & Zhang, H. (2016). Knowledge sharing in online health communities: A social exchange theory perspective. Information & Management, 53(5), 643-653.




How to Cite

Wanyeri, I. W. (2020). Events Marketing as a Strategic Communication Tool towards Performance of Telecommunication Firms: A Case of Safaricom Plc, Kenya. Journal of Strategic Management, 4(3), 30–49. Retrieved from