Digital Marketing Public Relations in Ethio-Telecom: A Case Study
| dc.contributor.advisor | Elias Worku | |
| dc.contributor.author | Misganaw Asnake | |
| dc.date.accessioned | 2026-03-10T12:37:28Z | |
| dc.date.available | 2026-03-10T12:37:28Z | |
| dc.date.issued | 2025-04-30 | |
| dc.description.abstract | The study is conducted mainly to assess effectiveness of digital marketing strategies in EthioTelecom’s public relations effort to enhance customer engagement through platforms such as Twitter, Telegram, Instagram, Facebook, YouTube, and the company website. The study employed a mixed methods approach, qualitative data were gathered through interviews with three managers at Ethio-Telecom headquarters directly involved in digital marketing, PR and digital media platforms while quantitative data were collected via a survey of 364 customers using Google Forms and analyzed with SPSS. Findings revealed that Ethio-Telecom actively leverages multiple digital marketing and PR channels to promote its services, products and strengthen communication with existing and potential customers, as well as to connect with the external market environment. Despite the benefits of digital media, challenges such as fraud, technological barriers, misinformation, trust issues, cyber-attacks, and increased competition present risks to the company’s operations. The study recommends that Ethio-Telecom implement a robust digital security framework supported by skilled cyber security professionals to manage digital risks effectively. This approach will help safeguard the company’s digital presence while maximizing the advantages of digital marketing. | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/7976 | |
| dc.language.iso | en | |
| dc.publisher | Addis Ababa University | |
| dc.subject | Digital marketing | |
| dc.subject | Digital Media | |
| dc.subject | Telecom Sector | |
| dc.title | Digital Marketing Public Relations in Ethio-Telecom: A Case Study | |
| dc.type | Thesis |