Perceptions of the University Students Towards Web Banner Advertising in Kenya

Abstract

The study sought to examine the perceptions of Kenyan university students towards web banner advertising. The Elaboration Likelihood Model provided a theoretical foundation for the study since it has characteristics that are in line with the focus of the study. The target population of the study was 692 students at the University of Nairobi, School of Journalism and Mass Communication, Main Campus. The study employed a mixed-method approach in collecting data that was used for analysis and interpretation. A sample size of 199 students provided primary data that was used for analysis, conclusions and recommendations. Quantitative data was analysed by use descriptive statistics and presented using percentages, graphs, figures and tables for ease of reference while qualitative data obtained through Focus Group Discussions was analysed through coding and categorisation and integrated with quantitative data in order to enrich results. The results show that there is a general negative perception towards web banner advertisements because the advertisements ruin users’ online experience. Further, the study found out that students are likely to respond positively to animated banner advertisements that contain persuasive content and carry high quality visuals unlike those that carry no dynamic and attractive features. The study recommends that advertisers should identify individual characteristics of the web users so as to match their unique interests with the relevant advertising messages. It further recommends that advertisers should craft highly effective advertising messages that appeal to the prospects, increase brand awareness and drive product sales.