Browsing by Author "Selamawit Hailu"

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    Factors Affecting the Adoption of Digital Marketing Practices in Abay Bank S.C Addis Ababa Ethiopia
    (Addis Ababa University, 2024-10) Selamawit Hailu; Saleamlak Molla(PhD)
    In a knowledge society, firms must establish competitive advantages through effective use of electronic marketing in order to flourish in markets. The aim of this study was to look into the elements that influence the adoption of digital marketing practices in Abay Bank SC Addis Ababa Ethiopia. The primary data were collected using questionnaire from 293 Abay Bank staffs that are found in Addis Ababa, Ethiopia. To select the sample respondents the researcher used a systematic sampling technique. The data was analyzed through descriptive and inferential method of analysis using the Statistic Package for Social Science (SPSS). The findings of the study indicated that the regression result shows that relative advantage, employee technological skill, top management support, IT infrastructure and customer awareness have positive and statistically significant effect in determining adoption of digital marketing practices. The researcher conclude the organization should incorporate technological innovations, skilled manpower, a well-organized IT infrastructure and top management supports into its strategy to better serve customers through digital marketing. Keywords: Abay Bank, Adoption, Addis Ababa, Digital Marketing and Factors.