Content Marketing and Loan Uptake Performance of the Women Enterprise Fund in the Mount Kenya Region, Kenya
Keywords:
Content marketing, loan uptake performance, Women Enterprise Fund, digital marketing, financial inclusion, Kenya.Abstract
Loan uptake performance is an important indicator of the effectiveness of financial inclusion programmes because it shows the extent to which eligible beneficiaries move from awareness to loan application, approval, disbursement, repeat borrowing, and utilization. This article examined the effect of content marketing on loan uptake performance of the Women Enterprise Fund in the Mount Kenya Region, Kenya. The study was anchored on Resource-Based View Theory, which explains how institutional resources and capabilities influence organizational performance. A positivist research philosophy, quantitative research approach, and descriptive-correlational research design were adopted. The target population comprised 125 personnel working within Women Enterprise Fund operational units in the Mount Kenya Region. A census approach was used, and 90 completed questionnaires were returned, representing a response rate of 72.0%. Data were collected using structured questionnaires and analyzed using SPSS Version 27. Descriptive statistics summarized content marketing and loan uptake performance, while Pearson correlation and simple linear regression tested the relationship and effect between the variables. The findings showed that content marketing was positively rated, with a composite mean of 3.79 and standard deviation of 0.782. Loan uptake performance also recorded moderate improvement, with a composite mean of 3.69 and standard deviation of 0.827. Correlation results revealed a strong, positive, and statistically significant relationship between content marketing and loan uptake performance (r = 0.731, p = 0.000). Regression analysis further showed that content marketing significantly predicted loan uptake performance (R² = 0.534, β = 0.731, t = 9.999, p = 0.000). The study concluded that relevant, credible, clear, high-quality, and decision-supportive digital content enhances beneficiary awareness, trust, informed borrowing decisions, and participation in Women Enterprise Fund loan programmes. The study recommends strengthening content marketing through regular content updates, beneficiary-centered loan information, and customized digital communication for different borrower groups.
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Copyright (c) 2026 Sabera Kendi Kaumbuthu, Nancy Rintari, Felix Chesigor
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