the influence of online advertising in enhancing …
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THE INFLUENCE OF ONLINE ADVERTISING IN ENHANCING BRAND
EQUITY:
A CASE OF VODACOM TANZANIA
BY
MWANAIDI M. MAKUSSI
A Dissertation Submitted in Partial Fulfillment of the Requirements for the
Award of the Degree of Masters of Business Administration in Corporate
Management (MBA-CM) of Mzumbe University.
December, 2020
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CERTIFICATION
We, the undersigned, certify that we have read and hereby recommend for
acceptance by the Mzumbe University, a dissertation entitled “Influence Of Online
Advertising On Enhancing Brand Equity: A Case Study of Vodacom Tanzania" in
partial fulfilment of the requirements for the award of the degree of Masters of
Business Administration in Corporate Management (MBA-CM) of the Mzumbe
University
_______________
Major Supervisor
_______________
Internal Examiner
_______________
External Examiner
Accepted for the Board of MUDCC
___________________________________________________
PRINCIPAL, DAR ES SALAAM CAMPUS COLLEGE BOARD
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DECLARATION
AND
COPYRIGHT
I, Mwanaidi Makussi declare that this dissertation is my own original work and
that it has not been presented and will not be presented to any other university for a
similar or any other degree award.
Signature ___________________________
Date________________________________
© 2020
This dissertation is a copyright material protected under the Berne Convention, the
Copyright Act 1999 and other international and national enactments, In that
intellectual property. It may not be reproduced by any means in full or in part, except
for short extracts in fair dealings, for research or private study, critical scholarly
review or discourse with an acknowledgement, without the written permission of the
Mzumbe University, on behalf of the author.
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ACKNOWLEDGEMENT
First and foremost, I would like to thank the Almighty God who has always been
giving me strength, faith, hope and the will to never give up. I would have not had
the ability to complete this dissertation without his grace.
Secondly, I extend my appreciation to my supervisor, Dr. Joshua Mwakujonga of
Mzumbe University Dar es Salaam Campus, for his material, moral support and
invaluable time dedicated to this dissertation.
Many thanks to Mzumbe University librarians who helped and gave me the needed
and required support in using the library books, articles, publications and all the
required materials.
Finally, I express my unending gratitude to my family for providing me with moral,
emotional, and financial support as well as their encouragement throughout my study
and the whole process of researching and writing this report. I would have not
managed to do this accomplishment without them.
I must say patience and hard work helped me to accomplish this difficult task. I am
forever grateful and I thank everyone from the bottom of my heart for supporting me
in this endeavor.
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LIST OF ABBREVIATION
BEM Brand Equity Model
IT Information Technology
NGO Non Government Organization
NHC National Housing Cooperation
PLC Public Limited Company
SMEs Small and Medium Enterprises
SMM Social Media Marketing
SPSS Statistical Package of Social Science
US United States
WOM Word of Mouth
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ABSTRACT
This study examined the influence of online advertising on enhancing brand equity,
the case being Vodacom Tanzania. The study was guided by three specific
objectives: To assess the influence of online advertising on creating brand awareness;
to establish the influence of online advertising on creating brand preference at
Vodacom and; to find out the influence online advertising on increasing brand’s
revenue at Vodacom.
The research used casual research design. The population of the sample came from
consumers and staff at Vodacom. A sample of 170 respondents was recruited using
simple random techniques and purposive method of sampling. Information was
collected using questionnaires and interviews. The research employed qualitative as
well as quantitative methods.
The study findings have shown that, there are number of online adverts being used
by Vodacom. It was found out that, online adverts are used to bring awareness to the
public about Vodacom services and brand features. Moreover, online adverts are
utilized to influence customers’ brand preferences, customers’ loyalty as well as
positive perception. Also, the findings revealed that, brand revenue, increase of
market share and increase of demand of Vodacom services.
The study results call for special attention in addressing the problem of online
advertising and social media. In particular, the business owners need to undergo
special online training that will build their capacity in conducting their business with
growth prospects.
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TABLE OF CONTENTS
CERTIFICATION ................................................................................................... i
DECLARATION ....................................................................................................ii
AND .........................................................................................................................ii
COPYRIGHT .........................................................................................................ii
ACKNOWLEDGEMENT .................................................................................... iii
DEDICATION ....................................................................................................... iv
LIST OF ABBREVIATION ................................................................................... v
ABSTRACT ........................................................................................................... vi
TABLE OF CONTENTS ..................................................................................... vii
CHAPTER ONE ..................................................................................................... 1
PROBLEM SETTING ........................................................................................... 1
1.1 Background of the Study ..................................................................................... 1
1.2 Statement of the Problem ................................................................................... 3
1.3 Objectives of the Study ....................................................................................... 4
1.3.1 General Objective ............................................................................................ 4
1.3.2 Specific objectives .......................................................................................... 4
1.4 Research Questions ............................................................................................. 4
1.5 Scope and Limitations of the Study ..................................................................... 4
1.6 Significance of the Study .................................................................................... 5
1.7 Limitations of the Study ...................................................................................... 5
1.8 Delimitation of the Study .................................................................................... 6
CHAPTER TWO .................................................................................................... 7
LITERATURE REVIEW ....................................................................................... 7
2.1 Introduction ........................................................................................................ 7
2.2 Definition of Key Terms ..................................................................................... 7
2.2.1 Online advertising ............................................................................................ 7
2.2.2 Brand Equity .................................................................................................... 7
2.2.4 Brand Awareness ........................................................................................... 10
2.2.5 Brand Preference............................................................................................ 11
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2.3 Theoretical perspectives .................................................................................. 11
2.3.1 The Hierarchy of Effects Theory .................................................................... 11
2.3.2 Market Share Theory ..................................................................................... 12
2.3.3 Opportunity-Based Theory ............................................................................. 13
2.4 Empirical review .............................................................................................. 14
2.5 Research Gap .................................................................................................... 20
2.6 Conceptual Framework ..................................................................................... 21
2.6.1 Brand Awareness ........................................................................................... 22
2.6.2 Brand Preferences .......................................................................................... 22
2.6.3 Brand Revenue............................................................................................... 23
CHAPTER THREE .............................................................................................. 24
RESEARCH METHODOLOGY ......................................................................... 24
3. 1 Introduction ..................................................................................................... 24
3.2 Research design of the study ............................................................................. 24
3.3 Research Approach .......................................................................................... 24
3.4 Study Area ........................................................................................................ 24
3.5 Population of the Study ..................................................................................... 25
3.6 Sample Size ...................................................................................................... 25
3.7 Sampling Techniques ........................................................................................ 25
3.7.1 Systematic Sampling ...................................................................................... 26
3.7.2 Purposive Sampling ...................................................................................... 26
3.8 Data Collection Types and Methods .................................................................. 26
3.8.1 Interview ........................................................................................................ 27
3.8.2 Questionnaire ................................................................................................. 27
3.8.3 Secondary Data ............................................................................................. 27
3.9 Data Quality ..................................................................................................... 27
3.9.1 Data procedures and analysis ......................................................................... 27
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CHAPTER FOUR ................................................................................................ 29
PRESENTATION OF FINDINGS ....................................................................... 29
4 .1 Introduction .................................................................................................... 29
4. 2 The influence of online advertising on creating brand awareness ...................... 29
4.2.2 The Existence of Online Adverts ................................................................... 29
4.2.2 Online adverts brings awareness of brand ...................................................... 30
4.2.3 Online adverts shows brand features ........................................................... 32
4.2.4 Online Adverts shows types of services and products offered ......................... 33
4.3 The effects of online advertising on creating brand preference at Vodacom....... 34
4.3.1 Online adverts lead to preference of services .................................................. 35
4.3.2 Online advertising has influenced to loyal customers ..................................... 36
4.3.3 Online advertising has influenced positive perception towards services .......... 37
4.4 The influence online advertising on increasing brand’s revenue ...................... 39
4.4.1 Effect of Online Advertising on Sales. .......................................................... 39
4.4.2 Online advertising has led to increase of market share of Vodacom ................ 40
4.4.3 Online advertising has led to increase of demand for services
............................................................................................................................... 41
CHAPTER FIVE .................................................................................................. 43
DISCUSSION OF THE FINDINGS .................................................................... 43
5.1 Introduction ..................................................................................................... 43
5.2 The influence of online advertising on creating brand awareness at Vodacom .. 43
5.3 The Influence of Online Advertising on Creating Brand Preference at Vodacom
............................................................................................................................... 47
5.4 The Influence Online Advertising On Increasing Brand’s Revenue At Vodacom
............................................................................................................................... 50
CHAPTER SIX ..................................................................................................... 51
SUMMARY OF THE STUDY, CONCLUSIONS AND RECOMMENDATIONS
............................................................................................................................... 51
6.1 Introduction ...................................................................................................... 51
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6.2 Summary of the study ....................................................................................... 51
6.2 Conclusion ........................................................................................................ 51
6.3 Recommendations ........................................................................................... 52
6.4 Suggestion for further Studies ........................................................................... 53
REFERENCES ..................................................................................................... 54
APPENDIX I ........................................................................................................ 61
APPENDIX II ...................................................................................................... 63
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LIST OF FIGURES
Table 3.1 The composition of the sample size ......................................................... 25
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LIST OF FIGURES
Figure 2.1: Brand equity model ................................................................................ 9
Figure 2.2: Hierarchy of effects model ................................................................... 12
Figure 2. 3 Conceptual Framework of the Study ..................................................... 22
Figure 4.1 Existence of Online Adverts................................................................... 30
Figure 4.2: Online adverts brings awareness of brand ............................................. 31
Figure 4. 3 Online Adverts and Brand Features ....................................................... 33
Figure 4. 4: Online Adverts shows types of services and products offered ............... 34
Figure 4. 5Online adverts and brand prefere nce .................................................... 36
Figure 4. 6: Online Adverts Leads To Customer Loyalty ........................................ 37
Figure 4. 7 Online Advertising has Influenced Positive Perception towards Services
............................................................................................................................... 38
Figure 4. 8 Online Adverts and the Increase of Sales .............................................. 39
Figure 4. 9: Online Adverts and the Increase of Market Share ................................. 40
Figure 4. 10 online Adverts and the Increase of Demand of Services ...................... 41
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CHAPTER ONE
PROBLEM SETTING
1.1 Background of the Study
For many years advertising has been utilized by firms. It is among the means of
communicating with customers and prospects to persuade them. It is also the means
of promotional mix. Advertising is among the communication tools of a firm (Raju et
al., 2002).
Online advertising is becoming popular in Tanzania. This has been due to the global
technological changes happening in the world. This study examined the influence on
online advertising in enhancing brand equity, the case being Vodacom in Tanzania.
Brand commitment is the inner state of mind that makes a customer connected to a
certain brand (Raju et al., 2002). Razi et al. (2013) assert that, brand commitment is
about choosing a single brand among many brands in same category again and again
at any price. To the organizations, effective commitment is the extent to which the
consumer’s wish is to be in touch with a brand preferences towards the brand
ignoring other factors (Moore et al., 2012).
Fiorito (2007) contended that customers’ brand commitment is the results of brand
knowledge, organizational productivity and effectiveness. Recently, social networks
have changed the communication perspective through the way people produce,
interact and consume information. Social networking has attracted tremendous
attention both to companies and to the interactions between individuals. Social
networks such as Face book, Twitter and YouTube have generated tremendous
momentum on the networking web, with end-customers of various goods and
services now looking at what prevail in social media, something that was historically
missing in the conventional communication medium.
The influx in Internet has managed to transform the traditional marketing perspective
to a digital marketing perspective, this was controlled by only marketing people into
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being controlled and influenced by the customers who buy the products. A
comparative study revealed that social media networking has given consumers and
companies an effective and convincing nature of contact by reflecting on how
customers view the products and how honest they are when exchanging information
(Hanaysha, 2016). Raji et al., (2019) pointed out that this is where the high degree of
brand value and royalty is reached by advertising and brand recognition.
According to Marie-Claude and Richard (2006), large firms always need to create
their brands in most recognizable way through social media, so as to experience
global pressure. There are some clicks in the adverts that do not amount to customers
immediate purchase, but they are used as the boost to subsequent clicks which will
result into purchase of the product (Xu et al., 2014). This type of advertisement has
low direct impact on conversion rate, but should not be ignored because they
stimulate subsequent visits which are converted into immediate sales. On the analysis
of how the advertisement display affects the consumers’ awareness on the product,
Ghose and Tordi-Adamopoulos (2008): revealed that “the longer the time the
advertisement is displayed, the more likely consumers engage on searching the
product on social media”. Also, for the online advertisement to be effective there
should be display for a long time that would attract attention of large number of
potential buyers.
The marketing pattern has taken a turn from conventional marketing to digital
marketing and technology. Companies are also using online adverts to discuss and
connect with their customers via social media sites. There were 2.38 billion active
monthly users on Facebook according to Facebook (2019). On average, 1.56 billion
active users sign in to Facebook daily (Noyes, 2019); and 2 million businesses used
Facebook in 2018 to market their goods (Hootsuite, 2018). More than 500 million
users use Instagram daily (Noyes, 2019) and the platform is projected to reach
revenue of $14 million in 2019 (New York Group Inc, 2019). It is revealed that
Instagram makes up to 28.2% of Facebook’s mobile ad revenue and there are over
400 million Instagram users who create Instagram stories every day (Noyes, 2019).
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1.2 Statement of the Problem
Aaker (2015) argued that, there has been high increase of online advertising, as many
of service or product-oriented firms have highly adopted online advertising. He
further narrated that, 65% of all business around the world have been using online
adverts to promote and enhance their brands and products or services offered to the
consumers. Alba and Hutchinson (2014) pointed out that, the use of social media is
increasing day by day due to the influx of technology. It is believed that almost every
person has a social media account which he/she can use to get the world news easily.
Therefore, most of the firms have found the opportunity to reach their customer
easily through the social media platforms.
Many firms have created social media pages so as they can advertise their products
or services easily. Some of the firms use social media pages with high number of
followers or viewers so as to advertise their products or services through their pages.
Ananda and Murugarah (2018) argue that most of the firms have adopted the use of
online advertising due to the fact that it is convenient, since that one has to own an
electronic device with a social media account, email or website to post an advert.
Therefore, the cost of operations has been reduced due to the use of online
advertising. In addition, an online advertising has been highly used by different types
of organization in different parts of the world. One of the major reasons that have
influenced firms in using online advertising is an easy and quick accessibility of the
market.
It has been noted that, many customers and prospects can easily be reached by online
adverts at once hence online advertising covers large geographical area. As such,
thus if one posts an advert in say Tanzania, then the whole world will be able to see
the advert.
Nevertheless, most of the studies have indicated that, there is an increasing rate of
firms in using online advertising but many of them have not shown the influence of
online advertising on brand equity. Some unanswered questions include how far the
online advertising has created brand value, worthiness as well as trust. As the online
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advertising comes with a number of challenges such as brand defamation,
cybercrimes, network malfunctions to mention a few, this study was carried out to
examine the influence of online advertising in enhancing brand equity.
1.3 Objectives of the Study
The objective of this study is divided into two parts; the general objectives and
specific objectives.
1.3.1 General Objective
The general objective of the study was to examine the influence of online advertising
on enhancing brand equity.
1.3.2 Specific objectives
The study was guided by the following objectives;
i. To assess the influence of online advertising on creating brand awareness.
ii. To examine the influence of online advertising on creating brand preference.
iii. To investigate the influence of online advertising on increasing brand’s
revenue.
1.4 Research Questions
The following questions guided the study;
i. What is the influence of online advertising on creating brand awareness?
ii. What is the influence of online advertising on creating brand preference?
iii. What should be taken as the influence of online advertising in increasing
brand’s revenue?
1.5 Scope and Limitations of the Study
This study focused on a telecommunication company that is Vodacom because it has
enriched many areas in Tanzania and its products and services are available.
Vodacom also practices online advertising and use various internet platforms to
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reach out its customers. The study centered on the influence of online advertising in
enhancing brand equity at the company.
1.6 Significance of the Study
This study incorporates practical as well as theoretical perspectives. The research
represents a summary of information on the impact of online adverts on brand value
and therefore how online ads influences brand recognition, brand preferences and the
company's brand revenue. To fact, the study demonstrates how different Tanzanian
companies use online ads (using Vodacom as a case).
Also, the study provides policy makers a view to make changes of the policies of
online advertising so as to strategically safeguard the general operations of firms
when using online advertising.
1.7 Limitations of the Study
According to Kiola (2012), Limitations are impacts that the researcher can't control.
They are the deficiencies, conditions or impacts that can't be controlled by the
specialist that place confinements on approach and conclusions. Any restrictions that
may impact the outcomes ought to be specified. In any study, limitations are
inevitable, but most importantly the researcher will successfully handle such
limitations in order to achieve the objectives of the study. The following may be
limitations that the researcher may encounter in the study;
Being a case study, more time is needed in order to study the entire unit in details so
as to grasp required data. Time provided was not enough due to fact that a
researcher has also to attend other daily activities as per institution schedule. Some of
the information needed by this research had negative implications to the respective
firm. There was the possibility of some respondents not to provide support in terms
of providing necessary data.
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1.8 Delimitation of the Study
According to Libyela (2013) argues that delimitations are those qualities that
farthest point the degree and characterize the limits of an exploration consider. The
delimitations are in the specialist's control. Delimiting factors incorporate the
selection of targets, the examination questions, factors of intrigue, hypothetical
points of view that you received.
Furthermore delimitation of the study is how the researcher will tackle and
handle the limitation of the study. In tackling time limitations in this study ,
schedule of research activities was prepared, with the strictly observation of this
timetable in order to accomplish the required research on time.
Also in handling data limitations the researcher explained the importance of doing
this study in their bank not for destroying the entire bank reputation but to improve
execution of the firm’s tasks.
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CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction
This chapter presents a review of different concepts and ideas that are related to the
study objectives. The chapter presents general conceptual arguments from different
authors so as give a clear understanding of the study. This has helped in determining
the direction of the study
2.2 Definition of Key Terms
This section defines key concept used in the study. These terms are online
advertising and brand equity. The definition of key terms are presented so as to give
a clear understating of the terms as used in this study.
2.2.1 Online advertising
Arvinlucy (2014) defines online advertising as the use Internet platforms to advertise
services and products of the firm. All of the features and characteristics of
advertising are adhered, the only difference is that the advert is presented through
internet platforms such as; internet platforms which can be social pages, websites ,
blogs, emails as well as phone dairying. Not only do people use online adverts, but
even businesses and government agencies find it a strategic tool for engaging with
and reaching out to their consumers (Raji et al., 2020).
Online advertising is often used as a marketing tool used by companies to establish
engagement and relationships between buyer and seller. This strategy is considered
to develop brand value and from which companies introduce their brand initiatives
and establish customer-company relationships (Sánchez-Casado et al., 2018).
2.2.2 Brand Equity
Bovee and Arens (2018) define brand equity as the value of brand which is well
known. It has been argued that, brand equity show that there is high awareness of the
brand, positive perception of the brand as well as creating brand preference. Also,
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brand equity is believed to create high revenue and profit towards the brand. The idea
of brand value has been talked about more than once in different wellsprings of
writing and there is no agreement on the definition because of the trouble experts and
advertisers experience in estimating value. Clearly there is by all accounts two ways
to deal with characterizing brand value in particular the monetary and shopper point
of view.
Schivinski and Dabrowski's (2014) claim that brand value can be defined as the
company’s brand calculation. Keller (2008) study does agree on the brand value
means the buyer’s interest in the brand. Brand equity is viewed from multiple
viewpoints and there is a notion that brand equity adds value to a company sold
goods or services (Sánchez-Casado et al., 2018). Brand equity is often denoted from
the viewpoint of the customer and from the perspective of the company. The
customers view brand equity as a different effect of brand knowledge by the
consumer to the market while the firm’s perspective denotes brand equity as a tool to
embrace profit of the organization (Paper et al., 2017).
Aaker (1991) gave rise to the point-by-point definition: who claims the brand value
as '...the array of brand resources and liabilities linked to its name and images the
enhanced or remove an incentive from an item or administration.' These advantages
include brand loyalty, brand awareness, saw performance, brand affiliations and
other restrictive brand resources. The main accentuation of this concept is on added
respect given to an object in shoppers' psychological maps and activities. The
following model illustrates the five brand value pieces as suggested by (Aaker, 1991)
and shows that brand value is worked from the five constituents laid out at any cost.
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Figure 2.1: Brand equity model
Source: Oliver (1999).
The above brand value factors can be clarified through different perspectives. As per
Oliver (1999), brand devotion is characterized as "a profoundly held promise to
rebuy or repertories a favored item/administration reliably in future in this manner
causing monotonous same brand buying, in spite of situational impacts and
advertising endeavors having the capacity to cause exchanging conduct". In
promoting circumstances brand dedication decides purchaser selection of brands and
customers might be cold hearted toward cost increments or diminishes (Keller,
2003). Brand awareness involves the capacity of buyers to perceive and review the
brand in messiness (Aaker, 1991).
Brand knowledge is central in the brand value system because it precedes any other
aspect. Buyers should be conscious of a brand in order to build up more good brand
affiliations and this should be achieved by effective promotional correspondence.
Carefulness can prompt shoppers to build a positive impression of the brand that
generally contributes to reliability (Oliver, 1999). Performance seen is one of the
metrics that guides brand value creation. Zeithmal (1988); defines quality perceived
BRAND
EQUITY
Brand Loyalty
Brand Awareness
Perceived Quality
Brand Association
Leverage trade, new customer’s
attractions, market costs
reduction, respond to
competitive threats
Brand considerations, brand
commitment, liking
Price, position, channel,
extensions
Reason to buy, help process,
differentiate extension
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as the "general grandeur or prevalence of an object." In this case, consistency is
considered a brand value vector dependent on the client that coordinates observations
and encounters of the consumer. It indicates that quality is a client point of view
issue since the client makes a decision about the exhibition of the items as per their
desires and the presentation of different items in the market (Zithemal, 1998).
Lastly brand affiliations are some of the most critical constituent pieces of brand
value (Aaker, 1991; Donthu, 1997). A brand affiliation has been conceptualized to
indicate whatever has memory connects to the brand. These connections develop and
create as a purchaser is more than once presented to the brand. Keller (2008)
communicates that marks that are supplied with a few positive brand affiliations have
positive client-based brand value. Brand affiliations are on a very basic level in
situating and separating brands. They revive the enthusiasm of buyers to buy a brand
and make an uplifting mentality towards a brand.
2.2.4 Brand Awareness
Brand awareness is been defined as ability of a consumer to recall a brand or
recognize the brand given at different situations. It is the degree to which consumers
and the general public are familiar with the existing brand (Patil, 2017). Brand
awareness is termed as a reason as to why popular brands are functioning better
compared to other brands. Brand awareness is well promoted by online reviews from
customers (Seo & Park, 2018). Brand awareness is the ability of a potential customer
or final user to recall a certain brand as a representative of certain product category.
Brand awareness plays a vital role in enhancing brand equity of a particular firm or
product category. It helps a customer to make decisions to use a certain product,
brand awareness also gives customers confidence to use a product and eliminates the
perceived risks. Hanaysha (2016) brand awareness is evaluated on different stages
this includes; recognition, brand recall, brand top in mind, dominance and knowledge
of brand. When a consumer makes a decision then it reflects the recall and
recognition of the brand.
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2.2.5 Brand Preference
Brand preference is defined as how customers are able to use the brand and consider
it compared to other brands in the market. Brand preference is formed to reduce
complexity when one buys a product or services. Brand preference shows the
strength and performance of the brand in the market (Schultz et al., 2014). Brand
preference represents the brands which are preferred and purchased more in the
assumption of their availability, quality and price. Patil (2017) there are a number of
steps viewed when brand preference is formed. This includes; brand exposure thus, a
customer is being exposed to many other brands, purchase decision process thus, a
customer makes a complex decision to purchase the brand. A customer also keeps
the memory of the brand purchased and considers the brand on future purchase.
Brand preference made by a consumer presents: cognitive, affective and behavioral
components.
2.3 Theoretical perspectives
This part provides the theories which were adopted in the study. Theories present the
cues and phenomena of how certain action happens and their reasons. This study has
utilized hierarchy of effects theory, marketing share theory.
2.3.1 The Hierarchy of Effects Theory
Basing on the hierarchy of effect theory, Chen (2019) holds that there are a number
of steps which are to be followed for a consumer to reach a buying decision in favor
of the marketer. The theory has identified six steps as mandatory to be followed in
the buying decision. The first step is awareness, which holds that before buying a
product the consumer has to be aware of the products existence. Knowledge is the
second step, this explains on how far is consumer detailed about the products such its
features, taste and durability. Liking is the third step, this shows how favorable is the
consumer towards a product. The fourth stage is preference, thus it is through
liking of the product that will lead to product preference.
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Conviction is the fifth step; this shows that preference has facilitated the desire to
buy, hoping that the products will lead to higher stage. The sixth stage is purchasing
thus the perception of the product is translated into actual buying behavior.
Therefore, the theory holds that it through the six stages that every consumer do pass,
it is upon the effects of the marketer to promote and communicate his or her products
so as the consumer can be in favor of the product. This theory was therefore used to
draw arguments on how far does the online advertising facilitate consumers through
the six steps so as can be in position to buy a certain product. Thus, how far does
online marketing influence awareness, liking of the products, desire of the product
and purchasing of the products and eventually creating brand equity depends on
these stages.
Figure 2.2: Hierarchy of Effects Model
Source: Chen (2008)
2.3.2 Market Share Theory
The market share theory was developed by Lasser, Mittal and Sharma,(2015) the
theory contends that 70% of the market share in any industry is covered by three or
five firms only, While the remaining 30% is always isolated among little firms.
Therefore , firms have to use different techniques and strategies so as to
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
KNOW- Media
Advertising Publicity
FEEL- Sales promotion
DO- Personal selling
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effectively secure higher market. Firms may use advertising techniques, promotion
techniques, trade discounts, pricing strategies as well as quality of the products and
services so as to secure bigger market share. In the wake of rethinking, the
organization would then be one of the vast organizations inside the littler market, and
ought to take after the extensive organization technique inside the market. This
theory was used in this study to draw a smart discussion on the effects on how far
does online adverting influence market share enlargement.
2.3.3 Opportunity-Based Theory
Drucker (2017) holds that firms always excel by utilizing opportunities that have set
out through social, technological, and cultural changes. For instance, an organization
may identify there is a need for a shop in his or her social setting, if the entrepreneur
takes such an opportunity for creating profit then there is an application of
opportunity-based theory.
Furthermore, the theory holds that in the process of development, and innovation of
technology is always experienced. The advancement of technology always aims at
simplifying work and increase efficiency. Currently, the world is experiencing
technological development in the telecommunication industry. There have been
increasing communication platforms such as social media. Telecommunication
advancement has highly facilitated communication (Bijmolt et al,2014)
The theory further holds that due to the high increase in the use of technology, most
firms have moved from traditional advertising to new media advertising thus using
online sources to advertise. Different online sources have been utilized such as social
media, websites, emails mobile phones, and podcasts to mention a few (Brynjolfsson
and Smith 2015).
Firms have recognized that there is a high opportunity in the use of online
advertising such as easy reaching of a larger mass of customers and prospects as
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well, the cost of advertising has been low also, quick and easy branding of their
product.
Most firms have recognized that in the use of online advertising there two types of
brand equity which can be reached thus customer equity based on the market and
customer equity based on finance. For financially dependent brand value, companies
claim that their product’s worthiness is determined only by money-related variables,
this statement is focused solely on the company's stakeholders that have invested in
the company, and the brand's value is calculated only by financial success over a
period of time. Therefore, through online advertising will likely increase financially
based brand equity (Felician, 2018).
Furthermore, consumer-based brand equity is opposed to financial-based brand
equity, whereby it offers little usable information to brand managers, while the
consumer-based brand equity centers itself on consumer behavior’ s information so
as they can easily use different strategies to persuade consumers. Therefore, through
online advertising firms can easily be consumer-based by studying the perception
and attitudes of the customers and change their strategies (Felician, 2018).
This study utilized this theory to see for companies in Tanzania, using online
advertising as their opportunity towards brand equity, how far have they succeeded
or failed based on both consumer-based brand equity and financial-based brand
equity
2.4 Empirical review
Hanaysha's (2016) study performed on 89 Australian firms. The research had
employed descriptive study. In collecting 53 respondents the researcher used simple
random technique. In data analysis the report used both qualitative and quantitative
methods. The findings showed that businesses posted 1,347 Instagram stories in July
2018 compared to 614 snapchat stories and on average Instagram users spend 53
minutes plus on the app every day. The companies advertise effectively in their
branding and long-term customer engagement through online video. It was revealed
that online video advertising is an efficient way to reduce costs, with positive impact
15
to customer’s resistance to advertising which results into the bigger audience
coverage.
Osogbo (2014), the study case being Nakuru supermarkets in Kenya, conducted a
report on the impact of ads on organizational profitability. The research had three
targets. The research had the sample size of 64 recruited by simple strategy of
random sampling. Data were collected through interviews and questionnaires.
Fundamentally the analysis was concise. The results showed that it was through
advertising that supermarkets generated high recognition and preferences. This was
also discovered that it was by online advertising that both the supermarkets' market
share grew and the productivity improved.
Although the study was conducted based on the effects of advertising but it was
centered in Kenya and not in Tanzania, therefore the findings may not reflects the
actual reality based in Tanzania hence the business situation of Tanzania and
Kenya differ in a number of ways. In addition, the study used descriptive research
design to describe the current advertising impact phenomena. This study used casual
design to check the connection between the variables in the sample.
Tuten (2018) published a report on the factors affecting companies in Uganda's use
of social media marketing or telecommunication advertising. The research had been
a case study. The research used questionnaires and concentrated on gathering data
through group discussion. The research only recruited 45 respondents by means of
easy sampling techniques. It assessed the quality and reliability of the devices. Data
analysis was mainly qualitative, with few quantitative components. The study found
numerous factors affecting companies in the use of social media, such as expense,
high diversity, higher market share distribution and high profitability. This research
was carried out on the effects of especially social media advertisement. However;
this study focused not only on social media but on other online adverts. In addition,
the study analyzed the factors affecting firms' use of advertisements; the research did
not look at the impact on brand value on advertisement.
16
Tsai and Tsai (2016) analyzed the effects of social media marketing on the
performance of the company in Kenya's Ng'um bottling business , particularly in
Nyeri County. Essentially, the analysis was quantitative in nature. 67 The sample
size was drawn from 67 respondents. The sampling method used to determine the
sample size was using strata. When interpreting data the report used both descriptive
and inferential methods. In addition to this, the study used regression analysis to
check the effect on the variables. The results showed a positive relationship between
social media marketing and positive customer perception, thereby generating a
positive impression among customers through social media.
There is also a strong statistical link between marketing on social media and brand
recognition. The study also found that social media has a positive impact on success
in organizations. Nonetheless, the study found a range of difficulties in ads using
social media, such as often lack of a network, high piracy and brand defamation. This
research was essentially quantitative in nature, and thus used modal regression to
check the research variables relationship; This study was basically quantitative in
nature hence used regression modal to test the relationship of the study variables; the
current study was qualitative in nature with few elements of quantitative approaches.
Also, the study was conducted in Tanzania and not in Kenya.
Simon and Sullivan (2013) evaluated the effectiveness of online advertisement on the
results of a firm's Equity bank scenario. The study was carried out in Nairobi, Kenya.
The research only used questionnaires when gathering data. The research went
through a survey of 56 respondents. Chi-square was used for analyzing the results. It
has been confirmed that advertising leads 100% to the industry's rise in revenue. This
is through advertising that the company's market share raises. Simon and Sullivan's
study was conducted while focusing on Kenya’s banking industry, the study did not
look at a gap that this study focused to fill in, on the communication industry.
17
Tong and Hawley (2019) evaluated the impact of advertising on the volume of sales
at Starcom PLC. The study was conducted in Chad. Descriptive research design was
used in this study. The study was centered at Starcom Plc in Gaomn city. 46
respondents were recruited as the sample size. Data were obtained through
questionnaires. Chi- square was used in data analysis. The study intended to establish
the relationship between the variables; however, the findings did not clearly show the
relationship between the study variables. Hence the study showed that sales volume
is associated with a number of factors such price, quality of the products as well
as the company’s competitive power. It was found out that advertising has a very
low contribution to the firm sales volume. However, the study looked only on the
effects of advertising on sales volume in an organization. The study did not look on
the effects of advertising on brand equity, brand awareness, brand preferences.
Therefore, this study will cover the existing gaps left.
The research performed by (Sánchez-Casado et al, 2018) to assess the use of online
adverts by users, who were also brand group members online. Online survey was
used as a tool of study, online questionnaires were administered and respondents
were asked to complete the application form. The goal of the study was to collect
information about the companies the customers were members of the online
community and about the social media that the business used to advertise. The results
were obtained, and the research was made to contribute to other studies on the
literature level. However, this study only focused on examining the luxury brands
used by Korean consumers and it did not provide information of how online
advertising through social media enhanced and influenced brand equity.
Kavisekera's (2016) study assessed the influence of online advertising in promoting
brand equity of bricks and motor companies. A sample of 202 respondents was
drawn and about 59.9 percent were generation Y whose lifestyles and preferences
were influenced by social media. The study confirmed that, one among the attributes
that had a positive influence on brand equity of a firm is online advertising that were
made through social media. The study gave a conclusion and recommended that, the
18
new era marketing approach has contributed to companies to compete and practice
the digital models to address out their products and services. This has also led to
customers to rely on digital platforms such as online advertising to get information of
a particular brand or goods and services offered. However, the study did not
comment on how online advertising was used by generation Z and how companies
can make their services reach out this group of customers who were not much
influenced by online advertising.
According to Adetunji et al. (2018) achieving brand revenue and equity are the top
most priorities for many companies. This is why most academia proceeds to consider
brand equity in their works. Many studies have focused in the view of assessing the
influence of online advertising on promotion of the brand equity, but this study
wanted to fill the gap of what relationship does online advertising effects brand
equity. Therefore, the study used a sample of 800 respondents whom were selected
through cluster sampling and through different regions. The study specifically
focused on automotive brands and online questionnaires were used to obtain the
findings. From the findings, it was revealed that, online advertising has a positive
relationship in communicating with online customers of these automotive. It was
found out that social media such as Instagram, You Tube and Facebook plays a vital
role in enhancing online advertising of these automotive companies. However, the
study revealed that online advertising marketing has an insignificant attribute in
promoting brand equity.
Raji et al. (2020)'s research explored the roles online advertising plays in raising
brand equity. Similarly to the study of (Adetunji et al., 2018) report, 615 respondents
examined the relationship between online advertisement and brand equity in car
companies. The study results demonstrate that the relationship between online
adverts and customer-based brand equity is of significance. The research found
social media adverts and digital social media marketing has a beneficial partnership
in fostering brand loyalty and increasing the company's brand sales. The study
provides a gap to this current study since it has focused to view the influence of
19
online advertising in enhancing brand equity particularly in communication
companies and not seeking to view the relationship between online advertising and
brand equity.
Hanaysha's (2016) research report was designed to view the effect of online
advertising in promoting brand equity with a case of fast food restaurants. A
convenience sampling was used and about 384 respondents were obtained. The study
used a structured equation model to analyze the data and the findings revealed that
online advertising has a significant effect on brand equity. The study also indicated
that, online advertising through social media platforms had a positive effect in all
brand equity’s dimension thus;(brand leadership, image, loyalty and preference). The
study concluded that online advertising played a vital role in enhancing brand equity
and therefore, for a firm to have strong brand equity it should practice online
advertising to capture more customers and creating brand awareness for the untapped
markets. However, the study did not show on what techniques are to be employed by
the firms to reach out customers who have little or no knowledge about online
advertising.
The study by Paper et al. (2017) reviewed that companies have information that is
saturated and needs to reach out the customers. This has led to adoption of Internet as
a source to deliver information to customers. Various media are used in the Internet
platforms including direct emails, pop ups, social media and websites. These
innovations made by companies have resulted to consumers to value the information
and get what they are looking for an appropriate time. The study viewed companies
are on a good position to get more revenues through online advertising. The study
used secondary data thus, reviewed other literature studies concerning online
advertising on how it influenced brand equity. From the findings, the study observed
online advertising has created a deeper relationship and influence to customers to use
a certain brand. It is through online advertising companies having achieved to
acquire more customers and enhancement of brand awareness and loyalty. However,
this study is criticized since it has based on past literatures reviews with no present
20
findings. The study has used secondary data to conclude that online advertising has
influenced enhancement on brand equity while no source of primary data was used to
explain the current situation.
Nobar et al. (2020)'s study regarded online adverts as a method that advertisers were
using to advertise their goods and services. The objective of the research report was
to assess the effect on brand equity of online adverts in a case of a leather industry.
The analysis used a descriptive approach and applied science. The study found online
ads affected brand loyalty, with a survey of 483 respondents. The structural model
used to assess the variables showed that online ads had a major impact on mark
equity.
The study Petit et al. (2017) that assessed on organizational performance through
online advertising. The study was guided by four objectives which were to examine
advertising methods and techniques used by Airtel Tanzania, customer’s perception
on the Airtel Tanzania adverts, to assess the influences of advertising on sales
performance at Airtel Tanzania and identifying the challenges facing Airtel Tanzania
on applying advert. It found out that always customers are being positively
influenced by the Airtel advert. Moreover, sales performance from the firm has been
constantly influenced by advertising. It was also found out that the major challenges
facing Airtel due to adverting are cost, diversity of customers as well as stiff
competition. The study looked as the effects of advertising on firms’ performance
by looking at the methods used in advertising, customer’s perception as well as
sales volume generated due to advertising. The study did not look at the brand
equity impact of adverts in terms of brand recognition, brand preference as well as
brand sales volume, and this research was intended to fill the knowledge gap.
2.5 Research Gap
The review conducted under this chapter show that, there are many researches which
have been conducted with regard to advertisings and organizational performance or
sales volume. Most of the studies above have been conducted outside Tanzania;
21
therefore, their findings may not reflect the actual situation of on online advertising
and brand equity in Tanzania. Therefore, this study was conducted in Tanzania to fill
this knowledgeable gap.
A significant number of studies have looked on the effects of advertising generally,
but not online advertising. Therefore, this study focused on online advertising parse.
Moreover, the reviewed studies established the relationship between advertising and
organizational performance and sales volume but not the relationship between online
advertising and brand equity. Therefore, this study covered the area. Lastly, most of
the studies have used a small sample size which may not be easy to draw generalize
the conclusion to the whole population. This study used larger number of sample
size.
2.6 Conceptual Framework
The definition of a conceptual framework by Kothari (2004) is that it is a structure
that presents the relationships between the main variables in a given study. A
conceptual framework is an analytical tool with several variations and contexts. It is
used to make conceptual distinctions and organize ideas. Strong conceptual
frameworks capture something real and do this in a way that is easy to remember and
apply. It further clarifies that a conceptual framework explains the researcher's
perceptions of the relationship between variables that are deemed to be vital in a
study.
In this study, the first independent variable is brand awareness, and the study
examined how brand awareness affects brand equity. In this analysis the second
independent variable is brand preference. The research examined to what extent
brand preference affects brand equity. The last independent variable in this analysis
is mark revenue on how brand equity affects. The dependent variable was brand
equity on the extent to which brand awareness, brand preferences and brand revenue
influence brand equity due to online advertising. Figure 2.3 below provides the
conception framework.
22
Figure 2.3 Conceptual Framework of the Study
Independent variables Dependent
variables
Source: Own Developed Model, (2020)
2.6.1 Brand Awareness
Business entities engaged in attracting more customers use brand awareness to create
and make customers familiar to their brands. This helps customers to re-use the
brand in purchasing decisions. Through online adverts, brand awareness is created
and carries different features to show the existence of the products and service
offered by the company. The existences of online adverts in one way or other
enhance the growth of brand equity of a particular company.
2.6.2 Brand Preferences
Companies focus on acquiring and maintaining customers, this includes making
customers to be loyal in using the offered products and services. From this study,
independent variable of brand preference is used to show the effect that if customers
Brand Awareness
Existence of Online Advert
Brand features
Types of Services
Brand Preferences
customer loyalty
positive perception
Brand Revenue
Sales
Market Share
Demand of Services
BRAND EQUITY
23
view online adverts and make preference in using the brand then a positive
perception is attributed that will enhance the brand equity.
2.6.3 Brand Revenue
Attempting to consider online adverts to use a certain brand, makes a company to get
more profit and increase the sales. Brand equity of the company depends on the
raised market shares, demand of services and increase of sales. Through online
adverts, a company increases the brand revenues and effects positivity of a brand
equity.
24
CHAPTER THREE
RESEARCH METHODOLOGY
3. 1 Introduction
This chapter explains the methods used in data analysis. It explains the research
design, study area, sample size and sampling techniques. This also illustrates the
processes for data collection, data processing, and data interpretation.
3.2 Research design of the study
This study used a casual research design. Casual research design is also referred to as
explanatory researches. Casual research design is always conducted to assess the
cause and effect relationship between the study variables. Therefore, this study
assessed how far online advertising influenced brand equity.
3.3 Research Approach
Basically, this study used the qualitative approach to analyze data. Usually,
responses from respondents are always analyzed through qualitative analysis
especially on the open ended questionnaires (Christenson et al., 2008). It examined
the breadth and depth of a phenomena and explained contextual descriptions.
Moreover, the study also utilized the quantitative approach. This approach was to be
used to analyze data obtained in the field. This approach complemented the
qualitative approach
3.4 Study Area
Area of the study is an area where the research is based for taking place. The
research was conducted in the city of Dar es Salaam, Tanzania. The case study which
was used was Vodacom Tanzania PLC. The study case was chosen because it
represents the traditional dominant player in the communication businesses that are
primarily influenced by advertisement spending. The case study is also useful for the
viewpoint of the researcher about data availability and its method of selection.
25
3.5 Population of the Study
According to Kothari (2004), the population is the group of interest to the researcher
from which the results of the study will be generalized. Population is also defined as
a customary desired set of elements that the study focuses on and that must be
generalized with the results obtained by testing of the samples. The study did not
have a specific population it covered customers who use Vodacom services and
randomly picked 170 respondents to represent the entire population.
3.6 Sample Size
Kothari (2006) opens that sample size is the collection of groups of objects, subjects
or individuals having the common characteristics that are included in the analysis. A
sample size is referred to as a small group which is appropriate for a researcher to
conclude from it. Clear and accurate representation of the population is a sample
size. A total of 170 Vodacom customers and employees from the study area
participated in this research survey. The sample size composition is set out in table
3.1.
Table 3.1 The composition of the sample size
Composition of the Sample Number of the Sample Size
Cooperate Customers 50
Individual Customers 100
Vodacom Employees 20
Total 170
Source: Field Data (2020).
3.7 Sampling Techniques
The study used systematic and purposive probability sampling techniques to get the
sample size of the employees at Vodacom.
26
3.7.1 Systematic Sampling
Systematic sampling technique was employed to both corporate and individual
customers of Vodacom. The researcher used systematic technique, whereas the
researcher picked every 5th personnel who were Vodacom customers. Marketing
department from Vodacom provided the researcher with cooperate names of the
customers, whereas the researcher picked fifth person who appeared on the provided
list.
This was used because the number of customers is too big to include in the study.
This is the reason the method was used to reduce the number of specific customers to
ask and therefore to reduce biasness from the respondents. The method used to
obtain the sample size was simple random technique. It gives every sample unit an
equal and sufficient chance to be included in sample size. It thus allowed data
collection to be accurate, with different ideas and views from Vodacom customers.
3.7.2 Purposive Sampling
Purposive sampling is one of the sampling methods that the study used. Purposive
sampling gives a researcher a chance to choose the specific person he/she would
want to get particular information. For this analysis, purposive sampling was used to
collect evidence from 20 employees for Vodacom's Table 3.1 above. The researcher
deliberately selected employees from the marketing department who had the
requisite online advertisement knowledge about how it is used at the company. Those
respondents were thought to have the information needed about the said subject. The
researcher had to get enough information from the people who managed Vodacom
Tanzania's marketing team.
3.8 Data Collection Types and Methods
To obtain information the study used both primary and secondary data. In collecting
the data, primary data were collected from the field, and two methods were used,
namely interview and questionnaire.
27
3.8.1 Interview
The research used interview to collect data, as it helps the respondents to react
physically and emotionally. It also freed up time in primary data collection. This
approach was extended to 20 workers at Vodacom. Interview was used in the
questionnaires to complement the information received and to have more clarity.
3.8.2 Questionnaire
In addition, the researcher used a formal questionnaire to gather the data. The
researcher manually passed out the questionnaires. The questionnaire is a better
instrument for gathering adequate and accurate primary data (Kothari, 2006). 150
Vodacom customers were provided with the questionnaire form.
The selection of this method was due to the fact that is minimizing biasness in data
collection because the research would not inject her personal feelings over the study,
therefore, the study reliability was ensured. The interaction between the researcher
and the respondents was tiny.
3.8.3 Secondary Data
These are data which are used by the researcher collected from other previously
sources. The study obtained these data from published report and journals, library
study and from other internet sources
3.9 Data Quality
In this study the validity aspect of the data was considered. Data validity is the
degree to which the instrument tests the actuality of something expected to be
measured (Saunders et al., 2003). For this study, validity was ensured through a pilot
test, and the corrections were approved by ten Vodacom employees and the
supervisor.
3.9.1 Data procedures and analysis
Data analysis is the method of putting the results into order, structure, and format.
Data collected in this study was coded in order to get the number, estimates, and
28
frequency to clarify the research findings. The study went through descriptive
analysis. The researcher identified the study's findings using only frequencies and
percentages. The concepts and phrases were also used to explain the study's results
based on the study's objectives
29
CHAPTER FOUR
PRESENTATION OF FINDINGS
4 .1 Introduction
The chapter summarizes the research data collected. Results are summarized in two
sections; initial section discussed the respondents' context. The second section
discussed the general findings about the objectives of the analysis.
4. 2 The influence of online advertising on creating brand awareness
The research first objective was to determine the influence of online adverts on
Vodacom's brand recognition. The objective is analyzed and discussed in terms of
the existence of online advertising, online assert awareness, online advert and
features of Vodacom brand, and online adverts and type of services and products
offered by Vodacom.
4.2.2 The Existence of Online Adverts
Under the existence of online Adverts from Vodacom this study assessed had come
across online adverts from Vodacom. The results reported in the figure 4.1 illustrates,
43 percent of respondents strongly agreed that, a number of online advertisements
had been found, they believed that there were Vodacom social media pages whereby
a number of advertisements were often posted, so they considered such
advertisements. Furthermore, the results showed that various kinds of ads occur in
social media, including still ads and video adverts. The adverts were also considered
to be posted on Vodacom's social media handles. In addition, 32 percent of
respondents agreed that they knew online adverts while 7 percent of respondents
were supportive. The results indicate that 8 percent of respondents disagreed that
they were not aware of the presence of online adverts, and that they are also unaware
of social media sites that Vodacom uses to advertise its goods and services. Up to 10
per cent of the respondents strongly disagreed with Vodacom's argument that they
have only met online and had a rest. The findings imply that online adverts exist and
are utilized by Vodacom. If the company initializes some ways to reach out the
30
respondents who are not familiar with online adverts, then the company would
enhance its brand equity.
Figure 4.1: Existence of Online Adverts
Strongly Agree
AgreeNeutral
DiagreeStrongly Disagree
43%
32%
7% 8% 10%
Source: Field Data (2020)
From the interview, one of the respondents explained;
In the contemporary world of the internet, Vodacom cannot isolate
itself from utilizing social media. Therefore, it is true that Vodacom
highly make use of social media. Thus, have various social media
pages for posting our adverts
4.2.2 Online adverts brings awareness of brand
The other variable that was analyzed was whether online adverts bring awareness on
Vodacom Brand. The findings from the table above indicate that 44% of the
respondents strongly agreed that online adverts always provide brand awareness
about Vodacom. The respondents further revealed that there are different kind of
31
awareness about Vodacom services such as broad band services, airtime, mobile
money transfer. The findings also depicts that 25% of respondents said they agreed
on the statement that online adverts provide awareness; while 3% of the respondents
were neutral they neither agreed nor disagreed. It was further found out that 14% of
the respondents disagreed that online adverts do not provide awareness on
Vodacom brand.
Lastly, 14% of the respondents also strongly disagreed that online adverts did not
contribute to brand awareness. For them, they regarded brand awareness is also
considered by other physical attributes. Majority of the respondents who constitute
44% strongly agreed on the statement, therefore, it can be concluded that online
adverts provide different kind of awareness about Vodacom. The findings gives an
impression that online adverts from Vodacom always provide awareness on
Vodacom as a brand. It has been noted that different adverts provide a number on
branding.
Figure 4.2: Online adverts brings awareness of brand
Strongly agree
AgreeNeutral
Disagree Strongly Disagree
44%
25%
3%
14%14%
Source: Field Data (2020)
32
From the interview of the interviewees from Vodacom was quoted;
“One of the key functions of adverts is branding on the firm. Therefore, online
adverts provide information aiming at branding Vodacom”
4.2.3 Online adverts shows brand features
The third variable which was analysed in the first objective was to see if
online adverts shows features of Vodacom. The results illustrated in the figure 4.3
shows 36% of the respondents strongly agreed that online adverts always show
the features of Vodacom as they show how Vodacom operates, its mission ,
vision as well as objectives of the firm. It was found out that online adverts have
been clearly showing what Vodacom does and what it stands for.
At the other hand, 47 percent of respondents accepted that online advertisements
showed features of Vodacom services; while 4 percent of respondents were either
neutral or disagreed. Nonetheless, 10 percent of respondents disagreed that online
advertisements do not display features such as how Vodacom works, its mission and
services provided and 3 percent of respondents strongly disagreed with the argument
that online advertisements for Vodacom do not display company features.
The respondents who disagreed were so few. Therefore, it shows that online adverts
show features of Vodacom Brand. The findings created an imply that online adverts
always show the features of Vodacom, by clearly showing the mission and vision
of the firm.
33
Figure 4.3: Online Adverts and Brand Features
Strongly AgreeAgree
Neutral Disagree
Strongly Disagree
36%
47%
4%10%
3%
Source: Field Data (2020)
4.2.4 Online Adverts shows types of services and products offered
The last variable undertakes the first objective was to assess whether online adverts
shows different types and services given by Vodacom. The study intended to find out
kind of services and products which are offered by Vodacom. The result shows that
34% of the respondents strongly agreed that online adverts do show types of services
and adverts from Vodacom. The findings also shows that online adverts show
different airtime services and other electronic products such as modems and
broadband services. The statement was also being agreed by 45 per cent of the
respondents.
A total of 79 per cent of respondents found that online adverts display Vodacom's
types of services and goods. Furthermore, 4 percent of respondents were neutral on
34
the argument, neither agreed nor disagreed that online ads do display the types of
services that Vodacom provides. Furthermore, 11 percent of the given respondents
disagreed and 6% of the respondents strongly disagreed on the statement that online
adverts do not show services and products offered by Vodacom, for them they
reviewed Vodacom does not show their services through online adverts. Very few of
the respondents agreed that online adverts provided products and services offered by
Vodacom. Therefore, the findings imply that online advert show types of services
and products offered by Vodacom.
Figure 4. 4: Online Adverts shows types of services and products offered
Strongly Agree
AgreeNeutral
Disagree Strongly Disagree
34%
45%
4%11%
6%
Source: Field Data (2020)
4.3 The effects of online advertising on creating brand preference at Vodacom
The other objective to this study was to examine online advertising influence on
creating brand preference at Vodacom. The study was interested to find out if online
adverts lead to the preference of Vodacom services, if online adverts influence the
usage of Vodacom services and if online adverts have positive perception on
Vodacom services.
35
4.3.1 Online adverts lead to preference of services
The first variable under the second objective intended to see whether online adverts
lead to the brand preference. In this case, the intention was to see if the online
adverts influence customer in the preference of Vodacom Service and Product. The
results presented in the figure 4.5 shows that 36% of the respondents strongly agreed
that online adverts from Vodacom influence customers towards the preference of
Vodacom services. It was found out that the adverts are created in most attractive
ways; hence they easily persuade customers and prospects easily.
Also, the findings showed that 14% of the respondents agreed on the statement
above. The majority of the respondents strongly agreed and agreed on statement that
online adverts influence brand preference; shows that online adverts leads to brand
preference. The respondents viewed online adverts encounters them to prefer
Vodacom brand and use its services. On other hand, 4% of the acquired respondents
were neutral, 8% of the respondents disagreed that online adverts have no
influential power for them to prefer the services while 38% strongly disagreed for
them they do not prefer Vodacom brand because of online adverts. They look more
for the service offered and not online encounters. The findings imply that online
adverts have the power to push customers to highly prefer of Vodacom services and
products.
36
Figure 4.5: Online adverts and brand preference
Strongly AgreeAgree
Neutral Disagree
Strongly Disagree
36%
14%
4%8%
38%
Source: Field Data (2020)
4.3.2 Online advertising has influenced to loyal customers
The other variable that has been analyzed by the researcher is if online advertising
has influenced customers to be loyal to Vodacom. The analysis was done by asking
respondents through a Likert scale. The findings portrayed, 34% of respondents
strongly agreed that online advertising influences them to be loyal customers to
Vodacom. Hence, the adverts are so persuasive and present true messages to the
public. The findings also reveal that 12% of the respondents just agreed on the
statement that online adverts presents company’s messages and are easily reached to
customers. Therefore, a percent of 46 of the respondents accents that online
adverts influence them to be loyal to Vodacom.
However, 8 percent of the respondents were receptive to the argument, neither
agreed nor disagreed that online ads are convincing to clients. 32 per cent and 14 per
37
cent of respondents disagreed with the argument that online ads are convincing and
strongly disagreed. Online adverts have not targeted them to use Vodacom services
for them so they don't get the company's intended message. The findings imply that
online adverts do not influence customer loyalty. The findings further showed that
customers’ loyalty is contributed by other attributes such as service reliability and
price of the services.
Figure 4. 6: Online Adverts Leads To Customer Loyalty
Strongly agree Agree
Neutral Disagree
Strongly Disagree
34%
12%
8%
32%
14%
Source: Field Data (2020)
4.3.3 Online advertising has influenced positive perception towards services
The last variable intended to know whether online advertising has positive influence
towards Vodacom services. The study looked on the way online advertising
influences positively customers towards Vodacom services.
38
Figure 4.7: Online Advertising has Influenced Positive Perception
towards Services
Strongly AgreeAgree
Neutral Disagree
Strongly Disagree
33%
21%
5%
13%
28%
Source: Field Data (2020)
The results shows that 33% of the respondents strongly agreed that online adverts
influences positively customers perception. It has found out the adverts clearly
create a great picture and awareness of Vodacom services and products. Also, 21%
agreed on the statement understudy. Over half of the respondents opined that online
adverts influence positively perceptions about Vodacom services. However, 5% of
the respondents were neutral, thus they were not aware if it has influenced positively
customers perception or not although there were very few. On the hand, respondents
disagreed and 28% of the respondents obtained strongly disagreed that the online
adverts did not have positive perception toward Vodacom products and services. The
majority of the respondents supported the statement online adverts have positive
influence on customer perception. Respondents asserted that:
“Adverting of any kind has impact on customer’s perception; therefore Vodacom has
taken every opportunity to pursue customers through online adverts”
39
4.4 The influence online advertising on increasing brand’s revenue
The objective of the study was to find out the influence of online adverts in
increasing brand revenue. The purpose of the study focused on how online
advertising has led to an increase in revenue, market share and in demand for
services. The analysis was done based on each sub variables. The results are
presented in the subsequent sections
4.4.1 Effect of Online Advertising on Sales.
The first variable studied in the third objective was related to the increase of sales
due to online advertising at Vodacom. The interest of the study was to know if online
advertising has by anyhow influenced sales growth of the firm (Vodacom). The
analysis was undertaken through Likert scale.
Figure 4.8: Online Adverts and the Increase of Sales
Strongly AgreeAgree
neutral Disagree
Strongly Disagree
34%
21%
4%
16%
25%
Source: Field Data (2020)
After the analysis, the results indicated that 34% of the respondents strongly agreed
that there was an increase of sales due to online adverts. The findings furthermore
showed online adverts have been reached a large number of people within shortest
40
time. Also, 21% of the respondents agreed to the statement. However, 4% of the
respondents said they were not aware if sales have been increased due to online
adverts.
Moreover, the findings show that 16 percent of the respondents obtained disagreed
and 25% of the respondents obtained strongly disagreed that online adverts increased
sales. The findings imply that there has been an increase of sales due to online
adverts. The findings further revealed that four consecutive years there have been an
ascending of sales. It was found out that for the year 2016/2017 sales increased by
6%. 2017/2018 increased by 17% and in the year 2018/2019 increased by 22%. The
increasing trend of sales is due to a number of factors and online advertising being
one of them.
4.4.2 Online advertising has led to increase of market share of Vodacom
The second variable analyzed under this section is online advertising and the market
share increase. The results of the analysis are presented in Figure 4.9 below
Figure 4.9: Online Adverts and the Increase of Market Share
59%23%
10%8%
0%
Strongly Agree Agree Neutral Disagree Strongly Disagree
Source: Field Data (2020
41
The results in the figure above show that, about 59% of the respondents strongly
agreed that there have been increase of market share due to online adverts. It was
found out that due to high geographical coverage of online adverts, market share has
been increasing, on the hand, 23% of the respondents agreed, on the statement that
online advertising has increased market share. In the same vein about 8 percent of the
respondents were neutral, they neither agreed nor disagreed that online advertising
increased market share and 10% strongly disagreed that online adverts increased
market share. This gives an implication that the market share of Vodacom have been
increasing and this has been contributed by online adverts made by the firm
(Vodacom).
4.4.3 Online advertising has led to increase of demand for services
The last variable that was analysed in the third objective was the influence of online
advertising on increase of service demand. Thus, the study looked on how far online
advertising influenced the demand of services from Vodacom.
Figure 4.10: online Adverts and the Increase of Demand of Services
Strongly AgreeAgree
Neutral Disagree
Strongly Disagree
33%
21%
5%
13%
28%
Source: Field Data (2020)
42
The results show that, 33% of the respondents strongly agreed that, online adverts
have positively influenced service demand from the firm. It has been found that the
adverts have created a great picture and awareness of Vodacom services and
products.
Also, 21% have just agreed on the statement under study. They argued that online
adverts have been highly pursuing customers to go for Vodacom services therefore,
increasing demand for the products or services from Vodacom.
However, 5% of the respondents are neutral, thus they are not aware if it has
influenced positive service demand or not. Otherwise, 13% of the respondents denied
over the notion. They further argued that increase of demand cannot be influenced by
online adverts but due to a number of factors such as quality, price, and network
coverage.
Lastly, 28% of the respondents have strongly denied that the online adverts have not
led to increase of demand from Vodacom. They findings shows that although online
adverts are influential but they can increase demand of the services due to the fact
that online adverts are observed by very few people only though who are have online
pages.
However, the results create an impression that online advert have led to increase of
demand of services. Due to the fact that they influential enough, they clearly and
create awareness of services from Vodacom.
43
CHAPTER FIVE
DISCUSSION OF THE FINDINGS
5.1 Introduction
This section presents a discussion of the findings as per the objectives of the study.
5.2 The influence of online advertising on creating brand awareness at
Vodacom
The study aimed to assess the influence of online advertising on creating brand
awareness. Up to 44% of the respondents and 25% strongly agreed and agreed that
online advertising influenced brand awareness of Vodacom. Vodacom has a number
of social media pages which are used on posting different adverts or as platforms of
communicating with the public or customers. Recently, social networks have
changed the communication perspective through the way people produce, interact
and consume information. This is also true as the study indicates majority of
customers are aware of services provided by Vodacom through social media pages.
Social media have drawn massive attention into businesses as well as individuals’
interactions. Social networks such as Instagram and Face book have contributed to
growth of communication media. Customers are now looking at what is prevailing in
the social media, something which was not present in traditional communication
media.
The study reflects the argument by Carlsson (2010), that influx of internet and social
media has transformed the traditional marketing communication which was based on
the brand category, and was controlled by only marketing people into being
controlled and influenced by the customers who buy the products. A comparison
analysis shows that social media communication has provided an influential and
persuasive nature of communication to customers by engaging them to share
information.
The study findings support the arguments presented by Evans, and McKee (2016)one
of the pre-requirements of brand equity is brand awareness, thus consumers need to
know what a product it is, what are its core features thus quality and price as well.
44
Therefore, it upon firms to take such information to consumers’ attention. Firms have
many ways to bring product awareness in front of customers or consumers. One of
the most outstanding ways is advertising. Currently, new media has taken advertising
through online adverts. Therefore, it's through online adverts awareness will be
presented consumers, by so doing customers' curiosity will be created, eventually,
brand worthiness/equity/ value is being created.
The study aligns with Dib and Alhaddad, (2014), whose study found out that through
advertisements and the brand awareness it is where the high level of brand equity and
loyalty are attained. This is also true from Marie-Claude and Richard (2006), the
large firms always need to create their brands in most recognizable way through
social media, so as to experience global pressure. There are other clicks in the
advertisement that do not amount to customers immediate purchase, but they are
used as the boost to subsequent clicks which will result into purchase of the product
(Xu et al., 2014). This type of advertisement has low direct impact on conversion
rate, but should not be ignored because they stimulate subsequent visits which are
converted into immediate sales.
Moreover, 47 percent of the respondents obtained strongly agreed that online adverts
display a number of features of Vodacom such as mission, vision and objectives.
This is done so as to keep clear understanding of the firm. The findings are in line
with Chen & Lee (2014), whose study revealed that online video adverts as an
efficient way to reduce costs, with positive effect to customer’s resistance to adverts
which results into the bigger audience coverage.
It was found that 45 per cent of the respondents claimed that online ads display
specific types of services and goods that Vodacom is providing. The statement
reflects claims put forward by Alba and Hutchinson (2014) that pointed out that day-
to-day usage of social media is growing due to the proliferation of technology. It is
believed that almost every person has a social media account which he/she can use to
get the world news easily. Therefore, most of firms have found the opportunity to
45
reach their customer easily through the social media platforms. Most of firms have
created social media pages so that as they can advertise their products or services
easily. Some of firms use social media pages with high number of followers or
viewers so as to advertise their products or services through their pages.
The study is also supported by Tsai and Tsai (2016) who argued that, most of firms
have adopted the use of online advertising due to the fact that it creates brand
awareness to customers and enhancing the promotion of customer perceptions. The
study revealed that there is a positive influence contributed by online adverts in
customer perception and this increased brand awareness and the firm’s performance.
The study is contrary to the study Ananda, and Murugarah (2018) who viewed the
promoting literature has recognized how online adverts are used to enhance and
promote brand equity of a company. Decision made by customers on buying a
product is contributed by online adverts that are regarded as customers’ preference
obtained from websites and social media pages. The study examined a number of
advertisers that today are promoting the use of online adverts. The study further
explained, studies conducted view online adverts as a promoting tool to create brand
awareness and preferences to the customers.
The publicizing as any paid type of non-individual introduction and advancement of
thoughts, merchandise or administrations through broad communications, for
example, papers, magazines, TV or radio by a distinguished support. The study of
Kiomo (2017) also reflects long range interpersonal communication locales are
utilized as advertising instrument by advertisers in making brand relationship. Brand
awareness assumes a significant job in purchaser dynamic by bringing three
preferences; these are learning favorable circumstances, thought preferences, and
decision points of interest.
The study of Aaker and Jacobson (2015) also argued brand awareness is a significant
category of brand value. Brand awareness is the after effect of customer's
introduction to mark. Brand awareness is the quality of a brand's essence in the brain
of the customers. One of the most established meanings of brand awareness is the
46
capacity to recognize the brand under various conditions, on other hand brand
awareness is based on both brand acknowledgment and review, brand awareness as
"the capacity of the potential purchaser to perceive and review that a brand is an
individual from a specific item class".
The study is also supported with study of Bovee and Arens (2018) who discussed
brand awareness is a significant segment of brand value. The initial step to assemble
brand value is to make brand awareness brand awareness is a wellspring of brand
value. Brand awareness brings about brand value in four unique manners: making a
brand hub in consumer’s memory, giving a feeling of nature of the brand in the
buyer's brain, going about as a sign of trust in the brand and being sufficient
explanation behind the buyer to consider the brand in his thought set (Bovee and
Arens, 2018).
However, the findings of this study are challenged by Hill (2015) it is true
awareness is among the key factors that influence brand equity through advertising,
but there several questions that are brought due to awareness through adverts, thus
do we have the right messages? Do the creativity used most appealing? , do the
channels used to meet the targeted audience? It is no doubt that online advertising
has been one of the major channels that are used by firms to promote their products.
But what if the targeted audience is old aged people with high income.
Unfortunately, such a group of people is not active users of online facilities, will the
intended massages reach to the target people, despite that it will be watched by
many.
He further, argues that online advertising has just been taken a fashion of the time
but these current technologies may have not been working effectively. Think of an
old mother who despises social media, unfortunately, sees an advert of a certain
product in social media, her negativity towards social media can easily be associated
with the seen product via social media. It needs to very much informed about the
47
nature of the product to be advertised through online channels, the consumer
behavior of the targeted customers.
Lastly, the study’s findings are also challenged by Mungogo (2017) who argues that
despite the fact that online adverts are seen by many people in a very short time,
but the matter of concern is how far do viewers understand the adverts as far as
awareness is concerned
5.3 The Influence of Online Advertising on Creating Brand Preference at
Vodacom
The second objective of the study was to examine the influence of online advertising
in creating brand preferences, the findings showed that 36% of the respondents
agreed that online adverts from Vodacom led to the preference of Vodacom services
and products. The findings revealed that customers are using web pages and social
pages to view advert and they get to have a preference of a brand after an online
encounter of the advert.
The findings are in line with Kambaya (2015), on that, one of the major reasons that
have influenced firms in using online advertising is an easy and quick accessibility of
the market. It has been noted that online advertising can reach high number of
customers and prospects at once hence online advertising covers large geographical
area, thus if one posts an advert say in Tanzania, then the whole world will be able
to see the advert.
Moreover, 33% of the respondents contended online advertising to to have brought
positive perception about Vodacom. The findings have shown that, it is through
online advertising that created high awareness and preferences of Vodacom. Also, it
was found out that it is through online advertising that has led to the increase of
market share of the Vodacom as well as the increase in profitability.
48
The findings reflect the arguments of Khajeh Nobar et al., (2020) and Sánchez-
Casado et al., (2018) who posited that due to social media marketing there have been
a number of impacts in the business growth. One of the major areas where social
media has been proved to positively impact is increase of sales. Social media
marketing has led to increase of sales of firms, hence firms have been easily show
casing their brands, as the result a number prospects or customers have been
having awareness of the existence of the brands and their traits or features. It has
been noted in the US, that firms which have pioneered in social media marketing
have proved their sales to have doubled.
The research argues for Tsai and Tsai's (2016) analysis of the impact of social media
marketing on the success of a product. The studies also shown that there is a positive
connection between social media marketing and customer perception, and it is
through social media that a positive impression is generated among customers. There
is also a strong statistical link between marketing on social media and brand
recognition. Moreover, the study showed that social media positively influence
organizational performance.
Tanzania has been one of the developing countries that have highly adopted the use
of social media. There are number bloggers, popular social media pages which are
used by SMEs to advertise their products or services. It is estimated that almost every
new business in the country depends on social media to advertise them. Also,
Tanzanians are the most active people in social media in East Africa (Hogarth-Scott
et al., 2017).
Chakraborty & Bhat, (2018)said the decision to use social networking technology
online is a social trend that depends largely on interactions. He concludes by noting
that relationships and culture are the driving forces behind online social networks,
and use depends primarily on subjective norm and social identity. It is through social
media networks and the Internet that people can link to each other. Therefore, it is
significant for entrepreneurs and marketers to capture on how social media
49
operates and what are the expected results of the users. A good number of
firms are currently depending on social media as their communication tool. If
they use the social media well, their firms can benefit (Praag and Van, 2013).
The study of Rossiter and Percy (2017) also support this study by assessing the
relationship of promotion and advertising on the customer perception in
telecommunication firms. The study revealed that customer perception is highly
influenced by advertising, thus it is through the information that is presented to
them through advertising that will lead to liking and purchasing of the product,
therefore if adverts are prepared therefore will positively influence customers
perception. Additionally, Christodoulides and Chernatony (2017);- characterize the
brand value as "a lot of recognitions, mentalities, information, and practices with
respect to shopper that outcomes in expanded utility and permits a brand to gain
more prominent volume or more prominent edges than it could without the brand".
It is clear that client based brand value has various measurements, Keller's (2018)
model of brand value centers around brand information and its parts, brand
mindfulness and brand picture.
On the other hand, this study is also supported by the study of Aaker and Jacobson
(2015) that recommended brand value has a positive significant to enhance brand
equity and this value can also be obtained through online adverts. Brand value has
five measurements brand dedication, brand mindfulness, brand affiliation, quality
and other brand restrictive resources. Additionally there are five measurements
execution, social picture, worth, dependability and connection which are also
considered. It was further found out that mouth and recommendations from people
they know are the leading influence in purchase behavior, because they trust their
friends and family the most when looking for brand recommendations. The study
recommends that advertisers should put more efforts to online or Internet
advertisement because it is cheaper, faster, easier and accessible globally. It is also
recommended that real estate should mix various medium of advertisement to reach
50
their desired customers. This will help to create awareness among them and to
influence buying behaviour of the consumers.
5.4 The Influence Online Advertising On Increasing Brand’s Revenue At
Vodacom
The findings revealed that, 34% of the respondents asserted that there have been an
increase of sales due to online advertising. The findings revealed that, online
advertising led to an increase of Vodacom’s market share and demand of services.
This enhanced an increase in Vodacom’s brand revenue.
The study is in line with Khajeh Nobar et al., (2020) who posited that, due to social
media marketing a number of impacts in the business growth. One of the major areas
where social media has been proved to positively impact is increase of sales. Social
media marketing has led to increase sales of firms hence firms have been easily
show casing their brands, as the result a number prospects or customers have been
having awareness of the existence of the brands and their traits or features. It has
been noted in the US, firms which have pioneered in social media marketing have
proved their sales to have doubled. In case of the study, represents unveiled that there
have been an increase of sales, market shares and increase in market demand as
result of online advertising.
Moreover, the findings have shown that, 59% of the respondents noted an increase of
market share due to online marketing. Social media has led to the growth of markets
of small and huge business. Most people are depending on social media to find out
their needs as the results have led to the growth of markets of business. It is through
social media that one can sell his/ products from China to Tanzania and vice versa.
It is through social media that has created trust among the business owners and
customers (Kavisekera, 2016). In fact, this observation has been also found in this
study because respondents asserted that online advertisements have increased sales
market share and market demand.
51
CHAPTER SIX
SUMMARY OF THE STUDY, CONCLUSIONS AND RECOMMENDATIONS
6.1 Introduction
This chapter summarizes the findings of the study. It also provides the conclusion
and policy recommendations and area for further study.
6.2 Summary of the study
The study's objective was to investigate the role of online advertisement in enhancing
brand equity. The study was conceived to address three objectives:
i. To assess the influence of online advertising on creating brand awareness at
Vodacom:
ii. To establish the influence of online advertising on creating brand preference
at Vodacom and
iii. To find out the influence of online advertisement on increasing brand’s
revenue at Vodacom.
The study used the Hierarchy of Effect Theory and Market Share Theory. The study
used qualitative approach comprehended by the quantitative approach.
The study adopted casual research design. The study’s population was from
Vodacom customers and employees. A total of 170 were recruited using interviews
and questionnaires. In addition, the study pointed out that the Vodacom Company
used a range of online adverts to increase awareness of its services and goods to its
consumers.
6.2 Conclusion
52
i. The study identified four versatile and inter-related roles of online advertising
in building brand equity. These are channels as online video advertising can
be seen as a tactical choice among other marketing efforts in brand building.
However, thus benefits from the ability to reach fragmented audiences
meanwhile in term of facilitation online advertising can be seen as a stronger
enabler of more innovative and creative advertising concepts, building
stronger activation and experiences to consumers.
ii. Online video advertising encourages the marketer to re-evaluate the old
conventions and is also another aspect of brand control.
iii. Online adverts influence customers to be aware of Vodacom services and
have preference to use them
iv. Online adverts have increased Vodacom’s brand revenue and these adverts
are easily accessed in the Internet platforms
6.3 Recommendations
i. The study results call for special attention in addressing the problem of online
advertising and social media. In particular, the business owners need to
undergo special online training that will build their capacity in conducting
their business with growth prospects.
ii. Based on the study findings, there is optimistic relationship among firms
performance and online. Thus, it is significant for the government and other
important organizations to deliberate provide workshops to entrepreneurs as
one of the policies for them to progress and have modest benefit in
eliminating poverty and improving their financial position.
iii. The study also commends that, efforts are needed in setting training and
workshops with equal access to all enterprises so as to attain sustainable
financial advancement of the nation. Education institution should be used to
deliver trainings on entrepreneurship basing on the fact that these institutions
53
have adequate resources and facilities for transfer of knowledge and skills
with regards to entrepreneurship.
iv. Furthermore, the government should establish entrepreneurship aspects in
academic curriculum from grassroots level so as to impart the society with
entrepreneurship enthusiasm
v. From a literature standpoint, this study has numerous suggestions. The
primary focus should be on information technology (IT) adoption at policy
level accompanied with classy technologies such as e-commerce. This should
go in hand with trainings on social media adoption among enterprises. For the
purpose of this study it calls for sensitization of IT adoption among firms in
particular social media technologies.
6.4 Suggestion for further Studies
The emphasis of this study was on the influence of online adverts in increasing brand
equity. Vodacom Company was used as case study in the study.
i. In Tanzania, there are other network companies such as Airtel, Tigo and
Halotel. A similar study may be conducted on any of these companies for
comparison purposes. It can also be that this study aids as a preliminary
argument for researchers to carry out other social media adoption research,
chiefly in the emerging nations.
ii. This study is limited by assessing the influence of online adverts in
enhancing brand equity. A study can also be conducted to view the effects
and challenges faced by companies on online adverts
iii. This study is limited of communication industry by assessing the influence
of online adverts particularly Vodacom company, further studies can be
done to view online adverts on other industries such as transportation
industries, health sectors and bank industries
54
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APPENDIX I
Questionnaires
I am a student at Mzumbe university, studying a Master of Business Administration
in Corporate Management (MBA-CM). I am carrying out a study on the influence of
online advertising on brand equity; the case of Vodacom Tanzania. I hereby
request you to provide the need of information so as to complete the study. The
information provided will be used for academic purposes only.
Part A: Background Information
1. Please, identify your gender
a) Male
b) Female
2. Please, identify your level of education
a) Primary level of education
b) Secondary level of education
c) Certificate holder
d) Diploma holder
e) Bachelor degree holder
f) Masters holder
g) PhD holder
3. Your marital status
a) Single
b) Married
c) Divorced
d) Widow /widower
4. For how long have you been Vodacom customer?
a) Less than six months
b) 6 months to 1 year
c) 2 years to 4 years
d) 4 years to 6 years
e) 6 years to 8 years
62
f) 10 years and above
Part B : The influence of online advertising on creating brand
awareness at Vodacom
Please indicate tick on the correct answer
1. Strongly Agree
2. Agree
3. Neutral
4. Disagree
5. Strongly Disagree
Statement 1 2 3 4 5
I always come across with Vodacom online adverts
It is through online adverts that provided me with awareness of Vodacom
brand
It is through online adverts that showed the features of Vodacom brand
It is through online adverts that shows the types of services and
products offered by Vodacom
PART B: The Influence of online advertising on creating brand preference at
Vodacom
Please indicate tick on the correct answer
1.Strongly Agree
2. Agree
3. Neutral
4. Disagree
5. Strongly Disagree
Statement 1 2 3 4 5
Online advertising has led you to prefer Vodacom services
Online advertising has influenced you to use Vodacom services
Online advertising has influenced you to be loyal customers to Vodacom
Online adverting has led to positive perception of Vodacom services
63
PART C : The influence online advertising on increasing brand’s revenue at
Vodacom
1.Strongly Agree
2. Agree
3. Neutral
4. Disagree
5. Strongly Disagree
Statement 1 2 3 4 5
Online advertising has led to the increase of sales at Vodacom
Online advertising has led to the increase of market share of Vodacom
Online advertising has led to the increase of demand of services from
Vodacom
Online advertising has led to the increase on number of subscribers
APPENDIX II
Interview Guide
Does Vodacom use online adverts?
Is it through online adverts that provide customers with awareness of
Vodacom brand?
Does online adverts show the features of Vodacom brand?
Does online adverts shows the types of services and products offered by
Vodacom?
Does online advertising lead customers to prefer Vodacom services?
Does online advertising influence customers to use Vodacom service?
Does online advertising influence customers the be loyal customers to
Vodacom?
Does online adverting lead customers to positive perception of Vodacom
services?
Has online advertising led to the increase of sales at Vodacom?