| dc.description.abstract | Global technology advancement and the growth of internet subscribers have necessitated a
review of internet advertising activities. In business, advertisers are increasingly investing in
internet marketing schemes. This is because the internet is not only serving as a channel of
communication but also becoming a storefront for most businesses. The internet is today
considered the first source of contact between traders and consumers. Marketers and online
engines have developed solutions to advertise products and services online. They have
successfully implemented a variety of online advertisement types/units which include; banner
ads, search engine ads, video playback ads and pop ups among others. However, the influence of
such campaigns, especially, with regards to purchase has not been studied to reflect the situation
in the developing world. The basis of this study was to take into account the different internet
cultures in different geographical regions of the world. In this case, the study was based on
internet advertising and its influence on purchase of mobile phones in Kenya, specifically among
students of the University of Nairobi. The study employed stratified random sampling to select a
study sample of 100 respondents. The data was collected through questionnaires. The data
collected was analyzed using descriptive statistics including logistic regression. This was aimed
at developing the predictive equation with regards to the relationship between internet
advertising and purchase of mobile phones. The study findings showed that although the
influence of internet advertising was still low, a high purchase recommendation rate was
recorded. The findings also concluded a high level of brand awareness due to the wide reach of
internet advertising campaigns by mobile phone advertisers. The study further recommends
advertisers to conduct market research and incorporate more consumer variables in order to improve their online campaigns and increase direct purchases. | en_US |
