THE EFFECT OF INTERNET ADVERTISING ON ATTITUDE TOWARDS INTERNET ADVERTISING OF UNIVERSITY STUDENTS IN KENYA

Abstract

The internet is fast emerging as an important advertising medium in Kenya. The enhanced ICT infrastructure in Kenya resulting in improved and faster internet connection along with a drop in prices for internet services has not only raised the volume of internet users, but also prompted interest in the growth of businesses on the internet with estimates projecting spending on internet advertising to increase. However, despite this unprecedented growth, minimal empirical research has been undertaken to explore the effect of internet advertising on attitude towards internet advertising in Kenya with many studies having been conducted in other contexts other than Kenya’s. This study therefore sought to determine the effect of internet advertising on attitude towards internet advertising in Kenya. A cross sectional survey research design was adopted with university students as the target population. A pre – test on the survey instrument was conducted to check on the format and suitability of questions with Cronbach’s alpha statistic used as the measure of reliability. A multiple linear regression analysis was used to test for causal relationships among the variables. Results of the unified model that included both male and female students, found interactivity, credibility, entertainment and irritation to be the key determinants of attitudes towards internet advertising. Whereas interactivity, credibility, entertainment had a significantly positive effect, irritation had a negative effect. While interactivity had the greatest impact, informativeness wasn’t a significant predictor. However, considered separately, differences emerged on factors influencing attitude formation towards internet advertising. Interactivity and infomativeness were the main predictors for males and both impacted positively with interactivity having the greatest impact while females had interactivity, entertainment, credibility and irritation as the main predictors with interactivity having the greatest impact. Interactivity, entertainment and credibility impacted positively while irritation had a negative effect