The Effect of Digital Marketing on Expanding the Customer base of Ethiopian Airlines
| dc.contributor.advisor | Mulugeta Gebremedhin (PhD) | |
| dc.contributor.author | Thomas Gebrecherkos | |
| dc.date.accessioned | 2025-08-09T07:58:36Z | |
| dc.date.available | 2025-08-09T07:58:36Z | |
| dc.date.issued | 2024-10 | |
| dc.description.abstract | 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 | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/6276 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.title | The Effect of Digital Marketing on Expanding the Customer base of Ethiopian Airlines | |
| dc.type | Thesis |