Influence of Online Advertisement on Organizational Growth at Eldoret Water and Sanitation Company, Kenya

Abstract

E-Business strategy is part of the corporate strategy and business plan. Development in most organizations is becoming a requirement to effectively improve customer service, improving response, access to information and improved quality goods and services and this has been lagging for the recent years in Kenya. The purpose of the study is to establish the effectiveness of online advertisement on the organizational growth at Eldoret water and Sanitation Company, Kenya. The study adopted the Diffusion of Innovations Theory. The study adopted a case study design. The target population was 126 persons comprised of 109 employees from Technical department and 17 employees from Finance department at Eldoret water and Sanitation Company. The data was collected by use of questionnaires. Using Yamane formula, a sample size of 96 persons was obtained. The instruments were tested for reliability and validity to enhance credibility of data. Collected data was analyzed by use of both inferential and descriptive statistics. From the regression results the R-square is .529, thus online advertising explained 52.9% of the variance in organization growth. The online advertising (b₁=0.654) had significant relationship with organizational growth. There was a significant positive effect of online advertising on organizational growth. The study, hence, recommends that the policy makers, government IT departments and other interested actors in the field of IT and internet security should develop a framework that ensures effective formulation and implementation towards internet security and sustainable E-business in Kenya.