Students’ Perceptions of Online Learning on the Brand Image of Institutions of Higher Learning in Kenya: Case of University of Nairobi, Main Campus

Abstract

Covid-19 pandemic resulted to closure of all learning organizations in Kenya pushing universities to offer online learning as a substitute to the conventional way of learning in a classroom setting. However, significant issues and concerns arose in this particular learning setup especially in relation to lack of physical interaction that happens at the institutions of higher learning among students to students, students and lecturers, students and the faculty, students and management, university activities like graduation ceremonies, orientations, games and so on. This study set out to establish students’ perceptions of online learning on the brand image of institutions of higher learning in Kenya, case of University of Nairobi, Main Campus. The objectives of this study were: to determine students’ perceptions of online learning on the brand image of University of Nairobi, Main Campus; to assess the impact of online learning on the brand image of University of Nairobi, Main Campus; to find out how credibility of online learning affects the brand image of University of Nairobi, Main Campus and to examine how online learning will affect the future brand image of University of Nairobi, Main Campus. The study was guided by the: Technology Acceptance Model and Transactional Distance Theory. This quantitative study embraced a descriptive research design. Quantitative data was collected using a structured questionnaire. Krejecie and Morgan (1970) table was adopted to calculate sample size of 383 undergraduate students from the University of Nairobi, Main Campus. Stratified random sampling was used as the sampling technique for the survey. Data analysis was done by descriptive statistics using SPSS 25.0 and Microsoft Excel and presented using tables and diagrams.