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

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.