The Effect of Digital Marketing on Brand Loyalty: The Case of Ethiopian Airlines Online Customers
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Date
2023-06
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Addis Ababa University
Abstract
This study's primary goal was to investigate the effect of digital marketing channels namely email marketing, social media marketing and retargeting on brand loyalty in the case of Ethiopian Airlines online customers. This academic research can inform marketing strategies, budget allocation, and resource allocation decisions, helping organizations build and maintain strong customer relationships in the digital realm. The study employed a quantitative approach with elements of both correlation and descriptive analysis. The sampling technique used in the study to take a sample from the population was convenience sampling. 384 questionnaires were distributed to Ethiopian airlines online customers, and 361 available samples were collected. In order to study and test the hypotheses, descriptive and inferential statistics were used and SPSS version 20 was used. The link between the dependent and independent variables of the study was established using person correlation and multiple regression. The main findings of the study were that all independent variables, such as social media marketing (B =.408, p .05), email marketing (B =.457, p .05), and retargeting (B =.192, p .05), significantly affect brand loyalty at a level of (α ≤ 0.05). The findings also showed that social media marketing was the most important factor influencing brand loyalty proceeded by email marketing and retargeting. Findings from the study would be beneficial for Ethiopian airlines digital marketing and customer loyalty team to strategize their marketing strategies in terms of budget allocation, digital marketing channel selection and resource allocation decisions, helping organizations build and maintain strong customer relationships in the digital world
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Keywords
Digital marketing channels, Social media marketing