Browsing by Author "Kidist Tadesse"
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Item Digital Marketing Practice and its Effect on Business Performance: An Empirical Analysis of K2n Architecture and Engineering Consultancy Plc(AAU, 2025-05-01) Kidist Tadesse; Asres A.The purpose of this study is to investigate the digital marketing practice and its effect on business performance: an empirical analysis of K2N architecture and engineering consultancy plc: The researcher uses descriptive and quantitative analysis methods. As well as, the data collected by using a well-structured questionnaire regarding the digital marketing practice and business performance by applying it to random sample of K2N members in Addis Ababa, which contained of four sub-dimensions of digital marketing (social media marketing, mobile phone marketing, website marketing and email marketing) and dependent variable business performance having 43 questions based on the systematic variation of the study variables. Although, the selected sample size consists 133 members who work in K2N as a manager, team leader, supervisor, Architect, Engineers. Finance, IT person. While the results showed that the total of the digital marketing in all of its forms effect on the business performance of the Architecture and Engineering consultancy company (as the main dimension) was perceived by the study sample to be present with a mean of 4.51 (SD=0.664) at a moderate degree. Results: The most important result was that the performance K2N architecture and engineering consultancy plc is showing a great positive result, which means that the effect of digital marketing in K2N' performance was even very good or excellent. Conclusion: The most important conclusion it’s confirmed that digital marketing in all its forms has positive effect and significant relationship with business performance of K2N. Keywords: Digital Marketing, Business Performance, Mobile Phone marketing, website marketing, social media marketing and email marketing.