Analyzing The Effect Of Digital Marketing On Brand Preference In The Case Of Kuriftu Resorts
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Date
2024-10
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Addis Ababa University
Abstract
The research aimed to examine the effect of digital marketing on brand preference in the case of Kuriftu Resort. A total of 358 social media users on Kuriftu Resort digital platforms. Structured questionnaires were shared to gather data. The collected data was analyzed using SPSS version 29.0.2.0. Both the regression and correlation analysis indicated that the digital marketing elements contributed to brand preference. The study found that the majority of the respondents (76.5%) are aged 18-30, and the majority of the respondents (40.8%) spend 2-4 hours on digital platforms. Moreover, 17.3% of the respondents go on vacation once a month while the majority (52.2%) go on vacation once a year. The adjusted R2 model indicates that the independent variables determine independent variables like digital promotion, influencer recommendation, and direct messaging can have a determinant effect on brand preferences with 76.1% of the variance. Based on the regression model, all the independent variables (direct messaging, influencer recommendation, and digital promotion) contributed positively to brand preference. Direct messaging (β =0.441, t = 13.283, p < .000) had the highest, strong, and positive standardized beta value coefficient. This indicates that direct messaging has significant and positive effects on the brand preference of Kuriftu Resort. The other variable is influencer recommendation with (β = 0.416, t = 12.586, p=0.000<0.05). The result thus indicated that the higher influencer recommendation practices can cause the higher brand preference of Kuriftu Resort. Among the tested predictors, digital promotion with (β = 0.201, t = 5.132, p=0.0000, < .000), implies digital promotion has significant effects on the brand preference of Kuriftu Resort Based on regression test results, from digital marketing elements, the first effect for brand preference of Kuriftu resort was direct messaging, followed by influencer recommendation and the third was a digital promotion. The findings of the study indicate that digital marketing is an effective tool for Kuriftu Resort to stay preferred among other brands.
Keywords: digital marketing, digital promotion, direct messaging, influencer recommendation, brand preference