| dc.description.abstract | Advertisers are expected to shift and spend millions in internet advertising in the
coming years than TV, print ads and other traditional advertising media. With the
rapid growth in technology, the internet is becoming an important one stop point for
consumers in finding most of their needs. Be it communication, entertainment,
shopping, information search, internet serves as a panacea for all their requirements.
Many consumers are online every day for their personal work, but do they notice the
ads, banners displayed on that webpage, and most important their recall value. The
current study investigated the effectiveness of internet advertising on consumer
behavior by conducting a case study of University of Nairobi Students. The study
sought to determine the effectiveness of internet advertising on reach and creation of
awareness; to establish the reliability of internet advertising through recall; and to
determine the relationship between internet advertising and purchase decision.The
study used a case study research design. The target population was the University of
Nairobi students. The study used stratified sampling technique to select 100 study
respondents. The primary data was collected using questionnaires. Content analysis
was used to analyze qualitative data while the quantitative data was analyzed using
descriptive statistics using SPSS. Regression and Correlation analysis was used to
show the relationships among the variables. The data was presented through
percentages, means, standard deviations and frequencies. The study determined that there is a positive relationship between internet advertising and
consumer purchase decision and further recommends that companies should conduct
a market research on the different markets in various countries to ensure that the
internet advertising initiatives being implemented suits the targeted markets to
improve product purchases. | en_US |
