A Study on the Effect of Internet Advertising on Somali Business
Abstract
The Internet is becoming an important advertising tool in Somali business. While the number of internet users in Somalia has increased in the last ten years, some businesses in Somalia have also focused on internet advertising to increase their customers and have increased their spending on internet advertising to attract Customers. Businesses always focus on young people with an understanding of profit and a desire to turn them into loyal customers. In a way, they want to turn them into “unchanging” customers. Businesses reflect the change in their marketing understanding. Businesses are digitising their understanding of marketing and trying to catch young people in their pockets with the Internet they carry in their pockets. The most effective weapon that can do this is advertising. The change experienced also affects the advertising medium, leaving the traditional understanding of advertising and shifting itself to the digital platform. There is almost no research on internet advertising in Somalia business. For this reason, the aim of this study is to explain the changing marketing and trade understanding of businesses in Somalia and focus on understanding Somali people’s attitudes and behaviours towards internet advertising and online shopping. To facilitate this, 250 participants who are assumed to be more interested in the Internet were selected as a sample and fieldwork were conducted. In the conclusion part of the study, it was seen that Businesses had increased their interest in the Internet in the last ten years and they have found internet advertising effective. As a result, although e-commerce is not very developed in Somalia, it can be said that people have increased their desire to shop online.
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Copyright (c) 2022 Dahir Ahmed Hassan, Sadak Mohamud Hassan, PhD
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