Digital Marketing

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https://etd.aau.edu.et/handle/123456789/6236

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Browsing Digital Marketing by Author "Hailemariam Kebede (PhD)"

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    The Effect of Ai-Driven B2c E-Commerce Personalization on Customer Purchase Intention: Case Study on Shein.Com Customers in Addis Ababa, Ethiopia
    (Addis Ababa University, 2024-10) Nebiyu Taye; Hailemariam Kebede (PhD)
    The main objective of this study is to investigate the effect of AI driven ecommerce personalization on the purchasing intentions of Shein.com customers in Addis Ababa, Ethiopia. The study focused on three key dimensions of AI driven ecommerce personalization: product recommendation, pricing offers, and marketing message. A mixed method (quantitative and qualitative) research approach was used to determine the impact of these personalization strategies on customer buying behavior. Descriptive and explanatory research designs were employed, and a sample of 352 respondents was selected using non probabilistic (purposive) sampling techniques. Data was collected through a questionnaire utilizing a 5-point Likert scale and analyzed using SPSS. The findings revealed that Shein.com customers come from diverse economic backgrounds and exhibit varied shopping frequencies. The analysis demonstrated a significant relationship between AI driven personalized product recommendations and customer purchase intentions, with AI driven personalized product recommendations having the strongest impact, followed by personalized pricing offers and personalized marketing message. These results underscore the effectiveness of AI driven personalization in influencing buying decisions in the context of the rapidly growing ecommerce market in Ethiopia. This suggests that when ecommerce sites effectively utilize AI to tailor product suggestions to individual preferences, it greatly enhances the likelihood of purchase. Personalized pricing offers like ‘buy-one-get-one-free’ also positively impact buying decisions by creating a sense of value and exclusivity, while personalized marketing messages fairly keep customers engaged and encourage repeat visits. xii Keywords: AI driven ecommerce personalization, Customer purchase intention, Shein.com, Product recommendation, Pricing offers, Marketing message, Buying behavior, Shopping frequencies, Personalized product recommendations, Personalized pricing offers, Personalized marketing messages, Ecommerce market, Buying decisions, Customer engagement
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    The Impact of Social Media Marketing on Brand Loyalty of Customers: The Case of Ethio Telecom
    (Addis Ababa University, 2024-10) Eyoel Beyene; Hailemariam Kebede (PhD)
    This thesis investigates the impact of social media marketing on brand loyalty within the context of Ethio Telecom. With the increasing relevance of digital marketing, understanding the mechanisms through which social media influences brand loyalty is crucial for businesses. The study specifically examines four key variables: customer engagement, customer reach, customer sentiment, and electronic word of mouth (e-WOM). Data were collected using a survey distributed to Ethio Telecom customers active on social media, primarily focusing on Facebook and Twitter. The survey data were analyzed using SPSS to determine the relationships between the independent variables and brand loyalty. The findings indicate that all four variables significantly and positively impact brand loyalty, confirming the hypotheses proposed in the literature review. Customer engagement and e-WOM were found to have the most substantial effects, highlighting the importance of interactive and user-driven content. The study concludes with recommendations for Ethio Telecom to enhance its social media marketing strategies by fostering deeper customer engagement, expanding customer reach through targeted advertising, actively managing customer sentiment using sentiment analysis tools, and encouraging positive e-WOM through influencer partnerships and customer incentives. This research contributes to the understanding of social media marketing's role in brand loyalty within the Ethiopian telecommunications sector, providing valuable insights for both academics and practitioner. Keywords - Social media marketing, Brand loyalty, Ethio Telecom, Digital marketing, Customer engagement, Customer reach, Customer sentiment, Electronic word of mouth (e-WOM), Facebook, Twitter
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    The Mediating role of trust in the relationship between Telebirr Payment Service and customer Satisfaction: The Case of Ethio Telecom
    (Addis Ababa University, 2025-11) Abdulaziz Nassir; Hailemariam Kebede (PhD)
    This study investigates the mediating role of customer trust in the relationship between the telebirr payment service and customer satisfaction the case of Ethio Telecom. The study's primary v objective was to understand how customer trust influences customer satisfaction within the context of telebirr payment services. Utilizing an Explanatory research design, the study employs a quantitative approach with (Convenience, Speed, Security, and Cost) as independent variables, Customer trust as a mediating variable, and Customer satisfaction as the dependent variable. Data were collected from 368 Ethiopian telecom customers who use the telbirr payment service, using structured, closed-ended questionnaires and analyzed using Structural Equation Modeling (SEM) and SPSS V-27.Key findings reveal that Convenience, Speed, Security, and Cost have a positive and significant effect on customer satisfaction both directly and indirectly. From the findings, the researcher concludes that customer trust partially mediates the relationship between the telbirr payment service and customer satisfaction in the case of Ethio telecom. The model predictive relevance (Q²predict) score was 0.542, which shows that the model can reliably predict more than 54% of the variance in customer satisfaction. The R-squared value of 0.675 indicates that the predictors in the model account for roughly 67.5% of the variability in customer satisfaction. This study contributes to theoretical literature by integrating technology acceptance models with customer satisfaction theory, providing a comprehensive framework for understanding these dynamics. Practically, it offers valuable guidance for financial institutions to improve customer satisfaction through targeted strategies that enhance customer trust. The findings are expected to provide valuable insights into enhancing customer satisfaction through improved telbirr payment services and customer trust. The researcher recommends that Ethio telecom make a concerted effort to fund initiatives that build the telbirr payment service and preserve customer trust.