The Effect of Digital Marketing Strategies on Brand Awareness and Customer Engagement: a case study of startup Tech Companies in Ethiopia
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Date
2025-05-09
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A.A.U
Abstract
This study investigates the effect of Digital Marketing Strategies (DMS) on Brand Awareness
(BA) and Customer Engagement (CE) among Ethiopian startup tech companies, exploring BA’s
mediating role. Using a cross-sectional survey design, data from 200 respondents in Addis
Ababa were collected via a structured questionnaire, analyzing DMS (e.g., Social Media
Marketing, Content Marketing), BA (recognition and recall), and CE (satisfaction, loyalty,
advocacy). Employing Partial Least Squares Structural Equation Modeling (PLS-SEM), findings
reveal DMS significantly enhances BA (β = 0.631, p < 0.001) and CE (β = 0.526, p < 0.001),
explaining 54.5% of CE’s variance (R² = 0.545). BA partially mediates the DMS–CE
relationship (indirect effect: 0.2025, 95% CI [0.1001, 0.3092]), accounting for 25.4% of the total
effect. Social Media Marketing (r = 0.534) and Content Marketing (r = 0.549) are key drivers,
while Email Marketing shows weaker impact (r = 0.370). The study, validated by expert
consultations, contributes to digital marketing scholarship in emerging markets and offers
actionable strategies for startups to leverage platforms like Tiktok and WhatsApp to boost brand
visibility and engagement in Ethiopia’s growing digital ecosystem. Despite limitations like the
cross-sectional design, these findings provide a robust foundation for enhancing startup
competitiveness.