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The Effect of Repetitive Behavioural Re-Targeting On Online Conversion Rates: A Case Study of Nairobi Consumers

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dc.contributor.author Wambua, Gloria Mwende
dc.date.accessioned 2019-01-11T09:49:00Z
dc.date.available 2019-01-11T09:49:00Z
dc.date.issued 2018
dc.identifier.uri http://erepo.usiu.ac.ke/11732/4147
dc.description A Project Report Submitted to the Chandaria School of Business in Partial Fulfilment of the Requirement for the Degree of Masters in Business Administration (MBA) en_US
dc.description.abstract The purpose of the study was to assess the effect of repetitive behaviour retargeting on online conversion rates. The study aimed at assessing how repetitive behavioural targeting affect the conversion rate of online advertisements, how advertising fatigue affect conversion rates and if repetitive retargeting to behaviourally targeted audiences is the most effective media buying technique to increase online conversion rates. The study adopted a descriptive research method in gathering, analyzing, interpretation, and presentation of information. The descriptive research design helped in focusing at the strength of relationship between repetitive behavioral retargeting and online conversion rates. The study employed the use of questionnaires to obtain relevant information from respondents. The study focused on consumers of online services within Nairobi. Probability sampling technique was used to determine the sample size and collect data from the sample. The sample size of the study was two thousand and sixteen (2014) respondents. The study adopted a descriptive and inferential statistics in data analysis and tables and figures in data presentation. The quantitative approach used for this study was best suited for the study as it sought to statistically examine the effect of repetitive behavior retargeting on online conversion rates and inferential statistical analysis was done. The research data was analyzed using Statistical Package for Social Sciences (SPSS) version 20. Data was presented using figures and tables. Based on the first research question, how does repetitive behavioral targeting affect the conversion rate of online advertisement, the study found that repetitive behavioral targeting significantly affects conversion rate of online advertisements. Using factor analysis, the study found the data for the variable very reliable. The results from One-way ANOVA revealed that there is a statistical significant relationship between repetitive behavioral targeting and conversion rate of online advertisements. With regard to the second research question, how does advertising fatigue affect conversion rates, the study depicts that advertising fatigue significantly affects conversion rates. The study found the mean of advertising fatigue ranging from 2.86 to 3.74. The standard deviation ranged from 0.778 to 1.203, which means that the variables were highly dispersed. The findings in One-way ANOVA show a significant relationship between advertising fatigue and conversion rate of online advertisements. In respect to the third research question, is repetitive retargeting to behaviourally targeted audiences the most effective media buying technique so as to increase online conversion rates, the study affirms that repetitive retargeting to behavioral targeted audiences significantly affect conversion rate of online advertisements. The overall mean of the parameters of repetitive retargeting to behavioral targeted audiences ranged between 3.36 and 3.58. The standard deviation for the same parameters ranged between 1.170 and 1.189, which revealed a great variation in influence of repetitive retargeting to behavioral targeted audiences on conversion rates of online advertisements. The study results from One-way ANOVA show that there is a significant relationship between repetitive retargeting to behavioral targeted audiences and conversion rates of online advertisements at a p-value of 0.000 which is significant at 0.01. The repetitive retargeting to behavioral targeted audiences cause 58.5 percent variation in conversion rates of online advertisements, (R2=0.585, F(1,125.845) = 2839.702, p<0.01. The study concludes that the more times an audience receives online repetitive advert the less he/she becomes interested in it and that online users are comfortable in receiving adverts that relates to the site they are visiting. The study also concludes that the when audiences receive a particular online advertisements severally, they turn it off by installing programs filter out advertisements, for example, AdBlock. The study concludes that online audiences prefer seeing advertisements that come in different format of presentations but conveying the same message. The study recommends advertising companies to be creative in sending the same advertisement to an audience but in different persuasive formats. The study recommends advertisers to know their audiences and then utilize targeting and re-targeting as it has proven to be effective in conversion en_US
dc.language.iso en en_US
dc.publisher United States International University - Africa en_US
dc.subject Repetitive Behavioural en_US
dc.subject Re-Targeting en_US
dc.subject Online Conversion en_US
dc.subject Nairobi Consumers en_US
dc.subject Online Conversion Rates en_US
dc.title The Effect of Repetitive Behavioural Re-Targeting On Online Conversion Rates: A Case Study of Nairobi Consumers en_US
dc.type Thesis en_US


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