Assessing Gratification Influence Of Select Digital Communication Touchpoints On The Online Engagement Behaviour Of Millennials In Nairobi.

Over the last decade, digital communication has grown in importance as the number of internet users continues to grow. This growth has had an enormous implication on how brands engage with their audiences. Although both scholars and practitioners have jointly acknowledged the capabilities of the internet as a communication tool that has great potentials and advantages, there remains a scarcity of knowledge on factors affecting online engagement behaviour. This study sought to fill this gap by assessing how entertainment, information and irritation in using select digital communication platforms influence the online engagement behaviour of millennials in Nairobi. The theoretical perspective guiding this research was the Uses and Gratifications Theory. Data for the study was collected using a survey conducted through administering online questionnaires to millennials living in Nairobi. Findings indicate that the level of entertainment, informativeness and irritation on a website, mobile app or banner ad are key factors in influencing online engagement behaviour. Entertainment and informativeness were found to have a positive influence on engagement while irritation had a negative influence. The study further identified that the extent to which these factors have an influence on online engagement behaviour was influenced by gender, age, income level but not education level. The study recommends that brands should incorporate entertaining and informative content that  has minimal irritation if they are to effectively engage the millennials cohort in Nairobi. 

Keywords: Online Communication, Digital Media, Entertainment, Informativeness,

Irritation, Brand, Touchpoints.