The effectiveness of internet advertising on consumer behaviour: The case of Moshi cooperative university students
A dissertation submitted to Mzumbe University as a partial fulfillment of the requirements for the award of Master’s Degree of Business Administration (MBA-CM) of Mzumbe University.
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| Формат: | Диссертация |
| Язык: | английский |
| Опубликовано: |
Mzumbe University
2024
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| Online-ссылка: | https://scholar.mzumbe.ac.tz/handle/123456789/1674 |
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| _version_ | 1820347764145389568 |
|---|---|
| author | Ngowi, Anthony R. |
| author_facet | Ngowi, Anthony R. |
| author_sort | Ngowi, Anthony R. |
| collection | DSpace |
| description | A dissertation submitted to Mzumbe University as a partial fulfillment of the requirements for the award of Master’s Degree of Business Administration (MBA-CM) of Mzumbe University. |
| format | Thesis |
| id | oai:41.59.85.69:123456789-1674 |
| institution | Mzumbe University |
| language | English |
| publishDate | 2024 |
| publisher | Mzumbe University |
| record_format | dspace |
| spelling | oai:41.59.85.69:123456789-16742024-11-08T09:39:04Z The effectiveness of internet advertising on consumer behaviour: The case of Moshi cooperative university students Ngowi, Anthony R. Internet advertising Consumer behavior Promotion A dissertation submitted to Mzumbe University as a partial fulfillment of the requirements for the award of Master’s Degree of Business Administration (MBA-CM) of Mzumbe University. With the rapid growth in technology, the internet is becoming an important one stop point for consumers in finding most of their needs. Many consumers are online every day for their personal work, but do they notice the ads, banners displayed on that web page and most important their recall value. The current study investigated the effectiveness of internet advertising on consumer behaviour by conducting a case study of Moshi Cooperative University 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 Moshi Cooperative University students. The study used stratified sampling technique to select 100 study respondents. The primary data was collected using questionnaires. Content analysis was used to analyse qualitative data while the quantitative data was analysed 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 found that internet advertising was effective on reach and creation of awareness due to diverse usage, and established that its reliability as an advertising media was low compared to TV. Internet advertising has significant relationship with purchase decision of the consumers and therefore is a key determinant in influencing consumer behavior. 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. Private 2024-11-08T09:38:57Z 2024-11-08T09:38:57Z 2015 Thesis APA https://scholar.mzumbe.ac.tz/handle/123456789/1674 en application/pdf Mzumbe University |
| spellingShingle | Internet advertising Consumer behavior Promotion Ngowi, Anthony R. The effectiveness of internet advertising on consumer behaviour: The case of Moshi cooperative university students |
| title | The effectiveness of internet advertising on consumer behaviour: The case of Moshi cooperative university students |
| title_full | The effectiveness of internet advertising on consumer behaviour: The case of Moshi cooperative university students |
| title_fullStr | The effectiveness of internet advertising on consumer behaviour: The case of Moshi cooperative university students |
| title_full_unstemmed | The effectiveness of internet advertising on consumer behaviour: The case of Moshi cooperative university students |
| title_short | The effectiveness of internet advertising on consumer behaviour: The case of Moshi cooperative university students |
| title_sort | effectiveness of internet advertising on consumer behaviour the case of moshi cooperative university students |
| topic | Internet advertising Consumer behavior Promotion |
| url | https://scholar.mzumbe.ac.tz/handle/123456789/1674 |
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