Digital Marketing

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    Evaluating User Experience of Selected E-Commerce Websites In Ethiopia: A Comparative Study
    (Addis Ababa University, 2024-02) Beselam Girma; Mulatu Mebrate (PhD)
    The rapidly developing e-commerce industry has revolutionized business operations globally, providing consumers with convenient access to products and services. In these ongoing interactions, what sets a brand apart for consumers is the quality of their experience. However,in emerging markets like Ethiopia, the application of User Experience (UX) principles in ecommerceplatforms remains underexplored. This study evaluates the UX of the two Ethiopian ecommercewebsites: Addisber and Addis Mercato, to understand their effectiveness in deliveringa positive customer experience. Specifically, the research examines the attractiveness, pragmaticquality, and hedonic quality of these platforms. Using a descriptive and a mixed-methodsapproach, the research used quantitative measures through the User Experience Questionnaire(UEQ) and qualitative insights from Cognitive Walkthroughs. The findings reveal that bothwebsites performed well in terms of efficiency and dependability, but struggled with novelty andstimulation, indicating a lack of innovative and engaging features. Addisber scored higher inattractiveness and perspicuity, reflecting a more intuitive user experience. Addis Mercato, whileslightly less attractive, performed better in efficiency and excitement, largely due to its detailedproduct descriptions. Despite Addisber's higher UX scores, user preferences were evenly splitbetween the two platforms, suggesting that factors beyond UX, such as brand familiarity andproduct variety, influence user decisions.The study recommends targeted UX improvements forboth platforms, focusing on navigation, content quality, and SEO performance. Future researchshould explore the impact of these external factors on long-term user engagement andconversion rates. Keywords: User Experience (UX), Usability, E-commerce, Pragmatic quality, Hedonic quality,Attractiveness, Customer Journey, Customer Satisfaction
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    The effect of Content Marketing Strategy on Brand Awareness: Evidence from the soft drink brands
    (Addis Ababa University, 2024-04) Kirubel Tarekegn; Mesfin Workineh (PhD)
    This study examines the effect of various types of content marketing strategies on the brand awareness of soft drink brands’ in Addis Ababa, Ethiopia. The primary focus is on the two types of content marketing strategies: content production and content promotion. Utilizing a multiple regression analysis approach, the research investigates how these advertising strategies influence brand awareness. Data were collected through structured questionnaires distributed to smartphone users, achieving 87% (335 respondents) from 384 participants. The findings reveal that all two types of content marketing strategies significantly and positively impact brand awareness, with content promotion showing the highest influence, followed by content production. The regression analysis indicates that 41.5 % of the variance in brand awareness can be explained by these content marketing strategies, confirming their substantial impact. Diagnostic tests, including linearity, independence, homoscedasticity, and normality tests, were conducted to ensure the robustness of the regression model. The results validate the model's assumptions, demonstrating that a linear regression appropriately models the relationships between the independent and dependent variables. The study concludes that a diversified content marketing strategy is crucial for effectively influencing brand awareness. Soft drink brands’ should prioritize content promotion while maintaining investments in content production to maximize their marketing impact. Recommendations for future research include exploring the impact of emerging digital advertising platforms and the long-term effects of sustained advertising campaigns. This research provides valuable insights for marketers and business leaders on optimizing content marketing strategy investments to drive sales, contributing to the broader understanding of content marketing strategies' role in brand awareness. Keywords: Brand awareness, content production, and content promotion
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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
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    The Effect of Ai-Driven B2c E-Commerce Personalization on Customer Purchase Intention: Case Study on Shein.Com Customers in Addis Ababa, Ethiopia
    (Addis Ababa University, 2024-10) Nebiyu Taye; Hailemariam Kebede (PhD)
    The main objective of this study is to investigate the effect of AI driven ecommerce personalization on the purchasing intentions of Shein.com customers in Addis Ababa, Ethiopia. The study focused on three key dimensions of AI driven ecommerce personalization: product recommendation, pricing offers, and marketing message. A mixed method (quantitative and qualitative) research approach was used to determine the impact of these personalization strategies on customer buying behavior. Descriptive and explanatory research designs were employed, and a sample of 352 respondents was selected using non probabilistic (purposive) sampling techniques. Data was collected through a questionnaire utilizing a 5-point Likert scale and analyzed using SPSS. The findings revealed that Shein.com customers come from diverse economic backgrounds and exhibit varied shopping frequencies. The analysis demonstrated a significant relationship between AI driven personalized product recommendations and customer purchase intentions, with AI driven personalized product recommendations having the strongest impact, followed by personalized pricing offers and personalized marketing message. These results underscore the effectiveness of AI driven personalization in influencing buying decisions in the context of the rapidly growing ecommerce market in Ethiopia. This suggests that when ecommerce sites effectively utilize AI to tailor product suggestions to individual preferences, it greatly enhances the likelihood of purchase. Personalized pricing offers like ‘buy-one-get-one-free’ also positively impact buying decisions by creating a sense of value and exclusivity, while personalized marketing messages fairly keep customers engaged and encourage repeat visits. xii Keywords: AI driven ecommerce personalization, Customer purchase intention, Shein.com, Product recommendation, Pricing offers, Marketing message, Buying behavior, Shopping frequencies, Personalized product recommendations, Personalized pricing offers, Personalized marketing messages, Ecommerce market, Buying decisions, Customer engagement
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    The Effect of Social Media Content Marketing on Brand Awareness: The Case of Arada Beer Brand of Komari Breweries S.C.
    (Addis Ababa University, 2024-10) Ruth Nega; Beza Libeyesus (PhD)
    This study sought to examine the effect of social media content marketing brand awareness in the case of Arada Beer brand of Komari Breweries Plc in Addis Ababa. A quantitative research approach was applied to examine relationship between social media content marketing and brand awareness. In line with this, an explanatory research design was adopted. The survey was conducted on subscribers and followers of the company’s official Facebook social media page. A sample of 314 respondents was selected by convenience non- probability sampling technique, of which 292 valid and usable primary data or responses were collected through self-administered structured questionnaire with a 5-point Liker scale. Both descriptive and inferential statistics were applied for analysis with the help of SPSS 22.0. The findings of the study revealed that all the five content marketing variables namely content relevance, enjoyability, interactivity, timelines and applied loyalty program had positive and significant effect on brand awareness. Specifically, loyalty program, interactivity and content enjoyability had the highest contribution brand awareness. Nonetheless, content relevance and timeliness had the lest contribution. In conclusion, social media content marketing variables are good predictors of brand awareness. The brand managers should create or join well-defined social media groups to promote the brand consistently by positing, liking, and sharing honest and authentic information on their official social media sites. Keywords: Arada Beer, Brand Awareness, Brewery Industry, Content Marketing, Komari Breweries, Social media
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    The Effect of Digital Marketing on Expanding the Customer base of Ethiopian Airlines
    (Addis Ababa University, 2024-10) Thomas Gebrecherkos; Mulugeta Gebremedhin (PhD)
    This research examined the effects of digital marketing elements on the Expansion ofCustomer base of Ethiopian Airlines. To fulfil the objectives of this study a descriptive and explanatory research design exerted. Data were gathered from Ethiopian Airlines passengerin Addis Ababa, Ethiopia bole international airport using questionnaire from 384 respondents. Sample respondents were selected through simple random sampling technique.Accordingly, to collect data from sample respondents the researcher has used selfadministered closed-ended questionnaire. Out of 384 respondents, workable data wasobtained from 375 respondents. The data, then, was analysed through descriptive and inferential statistics using SPSS v27. The analysed result indicated that the independentvariable that are: Email Marketing, Social Media Marketing, Content Marketing, Mobile Marketing have a positive and significant effect on Expanding customer base of EthiopianAirlines. The result also indicated that SEO has a positive but insignificant effect on expanding customer base Ethiopian Airlines. Finally, this study suggest helpful action forcompanies in improving their digital marketing elements and techniques as a means of outperform the intense competition that exist in the global market, they can maximize theirmarket share and customer base. Key Words: Digital Marketing, Customer Base, Airlines, Email Marketing, Social MediaMarketing, Mobile Marketing, Contente Marketing, SEO
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    The Effect Of E-Banking Service Quality on Customer Engagement : The Case of Abysiniya Bank
    (Addis Ababa University, 2024-10) Mahder Temesgen; Belaynesh Tefera (PhD)
    The study explores the relationship between E-banking service quality and customer engagement .it examines how the four e- banking service quality dimensions (performance, security ease of use and customer support. )Influence user engagement .An explanatory research design was employed to analyze the data collected from 353 respondents through purposive sampling technique. Descriptive statistics explored demographic data, while inferential statistics including regression and correlation analysis were used to test the relationship between the dependent and independent variables. The findings reveal a positive and significant association between e banking service quality and customer engagement. Performance, ease of use and security demonstrate positive correlation with customer engagement and customer support exhibited negative coefficient, suggesting a need for further investigation in to specific aspects of customer support that impact user behavior. These results highlights the critical role of e banking service quality in fostering customer engagement .Banks should prioritize enhancing performance security and user friendliness of their platforms. Key words: E-banking, Customer Engagement, Service Quality dimension
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    Leveraging Social Media Marketing For Enhancing Investor Trust in The Nascent Financial Securities Market In Ethiopia
    (Addis Ababa University, 2024-10) Yafet Wondimagegnhu; Andinet Worku (PhD)
    In the evolving landscape of global finance, social media has emerged as a pivotal tool forinvestor engagement and education. This study explores the role of social media marketing in enhancing investor awareness and confidence within the Ethiopian share company stock market.As Ethiopia prepares to launch its formal stock exchange in 2024-25, understanding the impactof digital platforms on investor behavior is crucial.This research employs a deductive approach, leveraging a comprehensive literature review and a survey methodology to gather data from potential retail investors in Ethiopia. The findingsindicate that social media platforms, particularly Facebook and Twitter, play a significant role in shaping investor perceptions and trust. Key dimensions of trust—credibility, benevolence, andreliability—are positively influenced by strategic social media content, including educational posts, customer testimonials, and regular company updates. The study reveals that tailored socialmedia strategies can significantly boost investor confidence, leading to increased participation inthe stock market. The implications of these findings are profound, offering actionable insights for financialinstitutions, policymakers, and market regulators in Ethiopia. By effectively leveraging socialmedia, these stakeholders can foster a more informed and engaged investor community,ultimately contributing to the development of a vibrant and inclusive stock market ecosystem.Future research should continue to explore the dynamic interplay between social media andinvestor behavior, particularly as digital adoption rates increase. Keywords: social media marketing, investor engagement, investor confidence, Ethiopian stockmarket, digital platforms, investor behavior, financial education, market development, trust dimensions, strategic content.