Effectiveness of Online Commercial Advertisement on Building Brand Awareness

Abstract

Commercial banks recognize the influence of online commercial advertising in daily operations. Regardless the presence of technology that support online commercial advertising commercial banks still strive to create strong brand and brand awareness. Therefore, this study seeks to assess the effectiveness of online commercial advertising in building brand awareness in Uchumi Commercial Bank. The study focused on the effectiveness of social media advertising, mobile advertisement, and online content marketing in building brand awareness. The study used the case study design and the sample size of 47 drawn from the target population of 47 employees of Uchumi Commercial Bank. The study used both quantitative and qualitative techniques. Also, collected information was analyzed using the SPSS tool where the findings were presented in graphs and charts. Also the study was conducted correlation analysis to determine the relationship among variables. On the success of social media advertising on building brand awareness in the study found the overall mean of social media advertising was found to be 5 signifying that respondents are strongly agree that social media advertising have succeeded to build brand awareness. Furthermore, the correlation between social media advertising and building brand awareness is positive and moderate (.392*). On the use of mobile advertisement on building brand awareness, the study found the overall mean of mobile advertisement was rated at the mean score of 5 showing that respondents are strongly agree that mobile advertisement is useful in building brand awareness in commercial banks. Moreover, the study found that mobile advertisement has positive and weak relationship with building brand awareness at coefficient value of .274 indicating that there is weak and positive relation between brand awareness and mobile advertisement. On the efficiency of online content marketing on building brand awareness in study found that the overall mean of online content marketing scored the mean of 5 indicating that respondents are strongly agree that online content marketing is effective on building brand awareness in commercial bank. Also, on the relationship between online content marketing and building brand awareness was positive and moderate at coefficient value of .392. Therefore, the study recommends that the management of commercial banks should continue to invest on online commercial advertisement for the purpose of improving building brand awareness.