The Influence of Online Advertising on Brand Equity of Star Rated Hotels in North Rift Region, Kenya

The main purpose of the study was to determine the influence of online advertising on brand equity of star rated hotels in North Rift region, Kenya. The study was guided by Consumer-Based Brand Equity Theory. This study adopted explanatory design. The study was carried out North Rift Region, Kenya. Target population was 7999 comprising of 7893 customers, 53 marketing managers and 53 supervisors from 53 star rated hotels North Rift Region. The sample size for this study was 487 respondents, comprising of 381 hotel customers, 53 marketing managers and 53 supervisors. The study used stratified, purposive and convenient sampling to select respondents. This study used questionnaires to collect data from respondents. Data collected was analyzed using descriptive and inferential statistics. Descriptive statistics was frequency, percentages, means, and standard deviations. Data analysis was done with aid of Statistical Package for Social science (SPSS) version 26. Inferential statistics included Pearson correlation analysis and simple linear regression analysis. The data was presented in form of tables. The findings revealed that online advertising significantly enhanced customers’ awareness and perceptions of the hotel brand, particularly perceived quality, thereby strengthening overall brand equity. The study concludes that online advertising positively and significantly enhances brand equity of star-rated hotels in the North Rift region of Kenya by improving visibility, trust, and customer engagement. It is therefore recommended that hotel managers consistently invest in innovative online campaigns to increase competitiveness and sustain brand growth in the dynamic hospitality industry.