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.
Title: FACTORS AFFECTING THE ADOPTION OF INTERNET ADVERTISEMENT IN SMALL AND MEDIUM SIZE ENTERPRISES IN MOMBASA KENYA
Author: FAITH MUMBI NDUNYU, DR. WAHIDA M. BANA, DR. JEAN UZEL
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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