A STUDY ON THE EFFECT OF INTERNET ADVERTISING ON SOMALI BUSINESSES

The internet is becoming an essential advertising tool for Somali businesses. While the number of internet users in Somalia has increased over the last ten years, some Somali firms have focused on internet advertising to grow their client base and have boosted their internet advertising budget to entice new customers.

The shift in the marketing mindset is reflected in their businesses. Companies are digitising their marketing knowledge and attempting to attract young people using their smartphones with easy and quick access to the internet that they always carry with them in their pockets. Advertising is the most effective tool for accomplishing this. The transformation also has an impact on the advertising medium, which is shifting away from the traditional notion of advertising and towards the digital platform. There is almost no research on internet advertising in the Somalia business.

For this reason, the study aims to explain the change in marketing and trade understanding of businesses in Somalia, with a particular focus on Somali population attitudes and behaviours towards internet advertising and online shopping. The researcher conducted a sample and fieldwork study with 200 participants who were assumed to be more interested in the internet. The result revealed that Somalis' interest in the internet had increased over the last ten years, and they found internet advertising to be effective. As a result, although e-commerce has not significantly developed in Somalia, there has been significant growth in the Somali population's desire to shop online.