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THE EFFECTIVENESS OF INTERNET ADVERTISING ON CONSUMER BEHAVIOUR: THE CASE OF UNIVERSITY OF NAIROBI STUDENTS, BY GEORGE OTIENO OSEWE A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION SCHOOL OF BUSINESS-UNIVERSITY OF NAIROBI OCTOBER, 2013 DECLARATION This research project is my original work and has-not been submitted for examination to any other university. Signed Date GEORGE OTIENO OSEWE D61/61497/2011 This research project has been submitted for examination with my approval as the University Supervisor. Signed Date DR. JUSTUS MUNYOKI SENIOR LECTURER SCHOOL OF BUSINESS, UNIVERSITY OF NAIROBI DEDICATION This study is dedicated to my family especially my wife Terry and my Mum for their constant encouragement and patience throughout my academic struggle and my mentor Terry Little for his continuous financial support thus realizing my long cherished dream. ili