International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 7, Issue 2, pp: (245-256), Month: October 2019 - March 2020, Available at: www.researchpublish.com
FACTORS AFFECTING THE ADOPTION OF INTERNET ADVERTISEMENT IN SMALL AND MEDIUM SIZE ENTERPRISES IN MOMBASA KENYA 1
FAITH MUMBI NDUNYU, 2DR. WAHIDA M. BANA, 3DR. JEAN UZEL 1
A student at Technical University of Mombasa, Po box 90420-80100, Mombasa A Lecturer at Technical University of Mombasa, Po box 90420-80100, Mombasa 3 A Lecturer at Technical University of Mombasa, Po box 90420-80100, Mombasa 2
Abstract: The objective of the study was about factors affecting the adoption of internet advertisement in small and medium size enterprises in Mombasa Kenya. Specific objectives were to find out how top management willingness affects the adoption of internet advertisement in small and medium size enterprises in Mombasa Kenya and Determine whether the skills of internet advertising affects the adoption of internet advertising in SMEs in Mombasa Kenya. Descriptive research design was adopted for the study. The study was 500 entrepreneurs with formal premises registered with the Mombasa County operating within the CBD and the Sample size was 80. The main source of data was primary data. The data collected was analyzed by SPSS. Pearson’s correlation coefficient indicated weak positive correlation between management willingness and adoption of internet advertisement. Skills of internet positive strongly correlated with value of 1.00 which was significant at 95% level of confidence with p-value of 0.000 (0.00< 0.05). First null hypothesis was rejected because p-value was less than 0.05 (0.00<0.05). Second null hypothesis was rejected at 95% confidence level with p-value of 0.000. Keywords: internet advertisement, small and medium size enterprises, internet advertising. ABREVIATIONS AND ACRONYMS SME MSE TAM ICT KNBS DIT RBV IT
Small and Medium Enterprise Medium and Small Enterprise Technology Acceptance Theory Information Communication Technology Kenya National Bureau of Statistics Diffusion Innovation Theory Resource Based View Information Technology
1. INTRODUCTION 1.1 Background of the Study The rapid changes in the cyber world, information resources available through computer networks and the internet, is causing changes in traditional marketing and among consumers (Schware, 2015). Given advancing technology, shifts in consumer consumption patterns and lifestyle, the platforms for communications are apparently becoming more complex. Hence, today‟s markets illustrate advertising to be radically different from that of past years, where new means and ways coupled with innovative ideas have not only transformed traditional media advertising, but have also transcended to the new media, to gain better reach of the audience. Today, the global advertising foray is evolving from the traditional communications of advertisements to digitally led content advertisements. The industry is seeing new growth that extends beyond traditional revenue streams. This is in regards to the inclusion of the online medium of the Internet or new media, which is taking content to mass audiences using digital media communications channels and devices(Wanjuki 2016.)
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