EFFECT OF ONLINE ADVERTISING ON CONSUMER BEHAVIOUR IN ONLINE SHOPS IN KENYA, A CASE OF JUMIA

Rachael Njuguna

Abstract


Online shopping is a very convenient and useful method of purchasing goods and services using the internet. A Mastercard study on consumer spending has revealed that nearly four out of five (79%) surveyed consumers in Kenya are shopping more online since the onset of the COVID 19 pandemic. The main objective of the study was to establish the effect of online advertising on consumer behaviour in online shops in Kenya, a case of Jumia. The specific objectives were to determine the effect of social media advertising, email advertising, search engine optimization and the effect of blogging advertising on consumer behaviour in online shops in Kenya. This study adopted a descriptive survey design. The target population of this study was 150 employees at Jumia Kenya. A sample population of 110 was arrived and data was collected using structured questioners. Descriptive statistics including frequencies, percentages, means and standard deviation were used to analyze the data. A multiple linear regression and correlation analysis was used to assess the relationship between independent variables. It was concluded that the use of social media page helps customers interact and influence their consumer behaviour. The use of online platforms is very useful it has enables online shopping sites use email marketing strategy. The use of search engine helps customers select a variety of products based on colour combination, size and shape. It is recommended that online shopping sites should develop an online platform that will engage fully with existing consumers. Online shopping sites develop a culture that employees are aware of the need and importance of use of online marketing. Online shopping sites should develop a search engine that will provide customers with information regarding products or services that they are offering. Online companies should recognize the phenomena and the power of blogs, thus will be able to understand the way in which they can benefit from them and increase customer base.

Key Words; Social media advertising, Email advertising, Search Engine Optimization, blogging advertising, consumer behaviour


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