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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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