Browsing by Author "Dilargachew Dames"

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    The Effect of Digital Marketing on Organizational Performance in banking sector: In the case of selected Commercial Bank (Addis Ababa Area)
    (A.A.U, 2024-06-03) Dilargachew Dames; Yohannes Workaferahu (PhD)
    This study delves into the examination of the Effect of Digital Marketing on Organizational Performance within the banking sector, focusing particularly on three prominent banks situated in the Addis Ababa area: Commercial Bank of Ethiopia, Bank of Abyssinia, and Zamzam Bank. The research adopts a quantitative approach, incorporating both descriptive and explanatory research designs to comprehensively explore the relationship between digital marketing strategies and overall organizational performance. A total of 252 participants contribute to the study, comprising branch marketing managers and marketing department employees from the head offices of the selected banks. The sample size is meticulously determined using a combination of probability and non-probability sampling techniques. Specifically, 255 respondents are drawn from branch marketing managers, while an additional 15 participants are selected from the head office marketing departments. The analysis is conducted using regression analysis techniques implemented in SPSS software. The findings reveal significant positive correlations between various digital marketing strategies—such as Search Engine Optimization (SEO), Social Media Marketing, Mobile Marketing, and Email Marketing—and the overall organizational performance of the selected banks. Notably, Social Media Marketing emerges as the most influential factor contributing to organizational success, indicating the critical role of digital platforms in enhancing bank performance. Based on the study's outcomes, it is recommended that banks proactively adapt to digital marketing trends to remain competitive in the rapidly evolving banking landscape. By leveraging digital marketing strategies effectively, banks can achieve sustainable growth and maintain relevance in the highly competitive financial services sector. This research contributes to the existing body of knowledge by providing valuable insights into the transformative potential of digital marketing in the banking sector.