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The effect of social media advertisement on customer decision-making : in case of Habesha breweries

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dc.contributor.advisor G/Medhin, Mulugeta (PhD)
dc.contributor.author Michail, Ruth
dc.date.accessioned 2021-01-13T11:14:03Z
dc.date.available 2021-01-13T11:14:03Z
dc.date.issued 2020-10
dc.identifier.uri http://etd.aau.edu.et/handle/123456789/24657
dc.description.abstract This study was intended to investigate how social media characteristics or the independent variables affect the decision making of customers in Habesha brewery. For this study, a quantitative research method was used in order to collect the appropriate data from the target respondents. A sample of 384 questionnaires was distributed via social media platforms like email, telegram, and others because of the pandemic and 327 valid responses were collected. A descriptive research method was conducted to present the demographic characteristics of the respondents. whereas multiple linear regression analysis was used to investigate the relationship between the five independent variables such as (Ease of use, Interaction and broad participation, Fun and entertainment, Ease of communicating information to the public, and High credibility) and the dependent variable (Decision making). GNU PSPP 1.0.1 was used as an alternative of Statistical Package for Social Science (SPSS) in order to generate the actual results that confirmed social media advertisement factors Ease of use, Interaction and broad participation, Fun and entertainment, Ease of communicating information to the public and High credibility) has a positive and significant relationship with the dependent variable (decision making). This study can be useful for marketing managers to manage their social media sites to be more effective for customers to use and decide on the product easily en_US
dc.language.iso en_US en_US
dc.publisher Addis Ababa University en_US
dc.subject ease of use en_US
dc.subject interaction and broad participation en_US
dc.subject fun and entertainment en_US
dc.title The effect of social media advertisement on customer decision-making : in case of Habesha breweries en_US
dc.type Thesis en_US


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