Browsing by Author "Eyoel Beyene"

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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