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THE MODERATING EFFECT OF SUBJECTIVE NORMS, PERCEIVED BEHAVIOURAL CONTROL AND GENDER ON THE RELATIONSHIP BETWEEN ATTITUDE TOWARDS INTERNET ADVERTISING AND PURCHASE INTENTION OF UNIVERSITY STUDENTS IN KENYA
(Kabarak University, 2014-01)
Advertising through the internet is now an important source of consumer information as the
number of internet users continues to increase. Internet usage trends and advertising in Kenya
has been growing faster than any ...
THE EFFECT OF INTERNET ADVERTISING ON ATTITUDE TOWARDS INTERNET ADVERTISING OF UNIVERSITY STUDENTS IN KENYA
(Kabarak University, 2014-11)
The internet is fast emerging as an important advertising medium in Kenya. The enhanced ICT
infrastructure in Kenya resulting in improved and faster internet connection along with a drop in
prices for internet services ...