IMPACT OF ADVERTISING THROUGH ONLINE MEDIA CHANNELS OF FACEBOOK, GOOGLE ADS & YOU TUBE ON CONSUMERS’ ATTITUDE; A STUDY OF CONSUMERS IN SELECTED PROFITMAKING BANKS IN NAIROBI COUNTY, KENYA

Abstract

The goal of the research was to assess the impact of advertising over Online Media Channels of Facebook, Google Ads & You Tube on Consumer’s Attitude; a study of consumers in selected profitmaking Banks in Nairobi, County, Kenya. The study was done at one point in time where the population was sampled using stratified sampling method followed by a simple random sampling within each stratum. The respondents were consumers of three profit-making banks in Nairobi County, Kenya namely Equity Bank, Kenya Commercial Bank and Co-operative Bank of Kenya. The total population of this study was 5.59 million consumers of the three selected banks in Nairobi County, Kenya; out of which 384 respondents were sampled to participate in the study. The survey was then conducted through a questionnaire that contained Likert scale type of questions to assess the impact of advertising through the online media channels on consumer’s attitude. The outcome of the survey was analysed using SPSS software to determine descriptive and inferential data. The order of ranking analysis revealed that among he online channels under the study; Google Ads (71.26) ranked first followed by YouTube (70.97) and lastly Facebook (70.73). Notwithstanding the outcome of ranking, YouTube still came out as a channel that highly influenced Consumer’s attitude, scoring high in all aspects of consumer attitude compared to other online channels; consumer awareness (mean=3.07; SD=1.07; CV=34.85%), consumer liking (mean=2.92; SD=1.147; CV=38.68%) and consumer action (mean=2.95; SD=1. CV=34.85%). Correlation analysis revealed that there was strong and statistically significant relationship between the advertisements done through YouTube and consumers attitude. In addition, YouTube significantly influenced the consumer attitudes with a statistically variation of 96.5 % (R2=.965). In conclusion, You Tube came out as the online media channel that highly influenced consumer’s attitude across all aspects of awareness, liking and action compared to the other two channels under this study of Facebook and Google Ads.