Browsing by Author "Enawgaw Minichel"

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    The Effect of Digital Marketing on Consumer Buying Behavior’’ The Case of Ethio Telecom
    (Addis Ababa University, 2024-10) Enawgaw Minichel; Hailemaryam Kebede (PhD)
    The study examined the effect of digital marketing on consumer buying behaviour, in case of ethio telecom customer. There were 373 questionnaire collected from the distribution of the 385 questionnaire though online Google form. The researcher was used explanatory and Descriptive research design and quantitative approach to analyzing the relationship between the dependent variable and independent variable. The validity and the reliability test were established by the conducting component principal analysis and Cranach’s test respectively. The researcher used primary data for analysis which collected at one times. The study was used correlation coefficient for indicated the relation between the independent and dependent variable and multiple regression analysis for determine cause and effect relationship with digital platforms, mobile marketing ,social media marketing, search engine optimization, influential marketing and Email marketing. The result of the research indicated that social media marketing, mobile marketing, search engine optimization and influential marketing have 0.43, 0.35.0.24 and 0.26 respectively regression coefficient result with 0.00 P-value. The result indicates that the above independent variables have significant effect on consumer buying but Email marketing has not positive significant effect on the dependent variable. This result have supported by existing empirical literature. Finally, the digital marketing has a positive significant effect on consumer buying behaviour. Keywords, digital marketing, consumer buying behaviour, social media marketing, mobile marketing, search engine optimization and influential marketing.