Advertising and business sustainability in Uganda

Abstract

The study was conducted in telecommunication industry using Uganda Telecom Limited as a case study. The study objectives were, to find out the effect of persuasive advertising on business, to establish the effect of informative advertising on business sustainability and to find out the effect of the online advertising on business sustainability. The research design used was a case study research design. Both quantitative and qualitative approaches were employed. The methods used for data collection were questionnaires and interview guide. The population of study consisted of 150 employees and a sample size of 108 respondents were selected. Data was analyzed using SPSS Version 16.0. The findings were presented in form of tables. The study revealed that there was a positive significant relationship between persuasive advertising and business sustainability at Uganda Telecom Limited (r=0.402, p=0.000), there is a positive significant relationship between informative advertising and Business sustainability at Uganda Telecom Limited (p=0.410, p=0.000 and a positive significant relationship between online advertising and business sustainability at Uganda Telecom Limited (r=0.520, p=0.000). Business organizations should consider persuasive advertising as a way of sustaining businesses however they should also do it in line with ensuring that their online advertising is prioritized as a way of ensuring sustainability, and Business organization should consider informative advertising as important when advertising because it highly influences customer loyalty which will ultimately lead to sustainability. The study, therefore, concludes with a call that stakeholders of Uganda Telecom Limited should ensure that they look into the influence of online advertising on business sustainability since it highly influences business sustainability