Browsing by Author "Tsion Tesfaye"

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    Analyzing The Effect Of Digital Marketing On Brand Preference In The Case Of Kuriftu Resorts
    (Addis Ababa University, 2024-10) Tsion Tesfaye; Tewodros Mesfin (P h D)
    The research aimed to examine the effect of digital marketing on brand preference in the case of Kuriftu Resort. A total of 358 social media users on Kuriftu Resort digital platforms. Structured questionnaires were shared to gather data. The collected data was analyzed using SPSS version 29.0.2.0. Both the regression and correlation analysis indicated that the digital marketing elements contributed to brand preference. The study found that the majority of the respondents (76.5%) are aged 18-30, and the majority of the respondents (40.8%) spend 2-4 hours on digital platforms. Moreover, 17.3% of the respondents go on vacation once a month while the majority (52.2%) go on vacation once a year. The adjusted R2 model indicates that the independent variables determine independent variables like digital promotion, influencer recommendation, and direct messaging can have a determinant effect on brand preferences with 76.1% of the variance. Based on the regression model, all the independent variables (direct messaging, influencer recommendation, and digital promotion) contributed positively to brand preference. Direct messaging (β =0.441, t = 13.283, p < .000) had the highest, strong, and positive standardized beta value coefficient. This indicates that direct messaging has significant and positive effects on the brand preference of Kuriftu Resort. The other variable is influencer recommendation with (β = 0.416, t = 12.586, p=0.000<0.05). The result thus indicated that the higher influencer recommendation practices can cause the higher brand preference of Kuriftu Resort. Among the tested predictors, digital promotion with (β = 0.201, t = 5.132, p=0.0000, < .000), implies digital promotion has significant effects on the brand preference of Kuriftu Resort Based on regression test results, from digital marketing elements, the first effect for brand preference of Kuriftu resort was direct messaging, followed by influencer recommendation and the third was a digital promotion. The findings of the study indicate that digital marketing is an effective tool for Kuriftu Resort to stay preferred among other brands. Keywords: digital marketing, digital promotion, direct messaging, influencer recommendation, brand preference
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    Bullying victimization and self-efficacy among children in selected Government Primary Schools of Arada sub city, Addis Ababa.
    (Addis Ababa University, 2018-06) Tsion Tesfaye; Mulat Asnake
    Bullying victimization among children is burning issue in the present society; particularly in schools it is well known that bullying victimization is one of the problems that need special attention. This study was conducted on this issue with particular focus on selected governmental school students with in age range of 12-15 years. It specifically attempted to examine the level of bullying victimization, in relation to self-efficacy and gender. Out of a total population size of 758 students in 12-15 age categories, of these 228 students were randomly selected. On data collection Forms of bulling scale (FBS) and self-efficacy questionnaire for children (SEQ-C) were also adapted. Correlation, chi-square and one sample t-test were used to analyze the data. Findings indicated that bullying victimization in these governmental schools has high occurrence throughout the year. From all participants reported about their exposure of bullying throughout this academic year those who experienced bullying by others are 44.3% (n=101). The level of bullying victimization shows that there is high relation between being female and bullying victimization. In an Attempt to examine the relationship between bullying victimization and self-efficacy the result shows they are inversely related. They affect each other being a cause for their occurrence as dependent and independent factors. By comparing the victims self-efficacy (M= 85.42, SD=19.04) with the non-victim self-efficacy (M=94.14, SD=13.3) it is found to be there is a significant difference between mean of the victim and non-victim self-efficacy t (228) = -7.45, p<0.05. So without age discrimination these governmental schools children are exposed to bullying victimization and diminished self-efficacy. Therefore, these governmental schools should focus on the issue of bullying victimization and work on the development of student‟s self-efficacy .This could be done through incorporating bullying in students text books, involving students in tasks which develop self-efficacy, organizing anti bullying events and organizing awareness creation seminars that include parents. Attempts were made to explain these findings and implications were also drawn for practical intervention and future research