Examining How Corporate Branding Communication Strategies Influence Consumer Decisions When Choosing Mobile Network Operators (MNOs) Internet Bundles

Abstract

Corporate branding communication strategies are the dominant approach employed by firms to design and implement their product promotion activities. Safaricom, Airtel, Telkom and Jamii Telecommunications limited are the only licensed mobile network operators (MNOs) in Kenya, and to dominate the mobile network operators’ market, these companies employ various corporate branding communication strategies to promote their services and attract consumers. The study sought to assess how corporate branding communication strategies influence consumer decisions when choosing Mobile Network Operators MNOs) Internet Bundles. The study was based on media richness theory and used descriptive mixed methods design targeting about 4 million registered subscribers of different mobile network operators in Kenya, living within Nairobi County. Quantitative data was collected using semi-structured questionnaires, while qualitative data was gathered through interviews. The study found that most of the customers preferred their mobile network operator of choice because they delivered clear, consistent and competitive messages on the internet bundles, using strategic messaging with diverse medium of communication. These mobile network operators of choice also embraced transparency when communicating their brand of Internet Bundles. All these strategies influenced positively the consumer decisions of using Mobile Network Operators Internet Bundles. The study recommends that MNOs should emphasize unique features of their internet bundles, such as speed, reliability, or exclusive content partnerships, to differentiate themselves from competitors. Moreover, MNOs should ensure that all branding and corporate communications are clear, consistent, and transparent. The study also recommended that the MNOs should develop corporate communication strategies that resonates emotionally with the target audience and that they should also continuously use social media platforms to engage with customers, share updates, and respond to queries and feedback.