Digital Marketing and Perceived Radio Sales Revenue in Kampala Capital City Authority, Uganda

Abstract

Radio sales revenue has remained a concern for many commercial radio stations the world over. This study attributed sales revenues of radio stations in Kampala Capital City Authority to digital marketing. The specific objectives of the study were; to determine the level of sales revenues of radio stations, examine the effect of social media on sales revenue of radio stations, to ascertain the effect of website marketing on sales revenue of radio stations, and to determine the effect of content marketing on sales revenue of radio stations in Kampala Capital City Authority. The study adopted a cross-sectional research design with both quantitative and qualitative approaches. Quantitative data was collected from all the selected 30 participants; thus 100% response rate was attained. Qualitative data was collected from 6 key informant interviews (managers of the radio stations) which was the saturation point. The study results showed a moderate sales revenue (M = 2.97, SD = 0.72) of the radio stations. Overall, there was a moderate level of use of digital marketing by the radio stations in Kampala Capital City Authority (M = 3.08, SD = 0.83). The results showed that all digital marketing aspects namely; social media marketing, and content marketing explained only 3.1% of the variation in radio sales revenue (adjusted R2 = 0.031). This means that 96.9% of the variation was accounted for by other factors not considered under the current study. Results indicate that only one aspect of digital marketing aspects, namely; website marketing (β = 269, p = 0.031) had a positive and significant influence on radio sales revenue. The study concluded that radio stations should mainly focus on using website marketing for improved sales revenue. The study recommended that the government of Uganda through the Ministry of ICT should further enhance the internet infrastructure to enable radio stations to design and host functioning websites.