The Role of Digital Marketing Strategies on Marketing Performance of MSEs in Addis Ababa, Ethiopia
| dc.contributor.advisor | Getie Andualem (PhD) | |
| dc.contributor.author | Solomon Assefa | |
| dc.date.accessioned | 2025-07-30T10:12:40Z | |
| dc.date.available | 2025-07-30T10:12:40Z | |
| dc.date.issued | 2024-10 | |
| dc.description.abstract | Investigating 300MSEs' marketing effectiveness and digital marketing tactics in Addis Ababa, Ethiopia, was the goal of this study. The purpose of this study was to determine how digital marketing strategies affected small and micro businesses' marketing results in Addis Ababa. A regression design was used in this study. The target population for the study consisted of 300 MSEs, so the researcher developed a set of questionnaires for data collection. Technique of random sampling was used. The MSEs who used digital marketing at technology providers were the only ones included in the study. Data was gathered by the researcher using the drop-and-pick method after giving questionnaires to the sampled MSEs. Regression analysis was used to gather and examine quantitative data to determine the significance of the correlation coefficient on the relationship between the variables. According to the study, MSEs' marketing performance was significantly impacted by their use of digital marketing strategies. The study concluded that SMEs' marketing effectiveness is positively impacted by the adoption of digital marketing strategies. The adoption of digital marketing techniques by SMEs, including online adverbialization, email, mobile, social media, and search engine optimization, was advised. The study made the case that additional research on the topic, focusing on different MSEs and corporate cadres, was necessary to compare the findings. Keywords: Digital marketing, marketing performance, sales growth and MSEs | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/5828 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.title | The Role of Digital Marketing Strategies on Marketing Performance of MSEs in Addis Ababa, Ethiopia | |
| dc.type | Thesis |