The Effect of Digital Marketing on Customer Engagement in the Telecommunication Sector of Ethiopia
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Date
2025-01-06
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A.A.U
Abstract
As digital marketing strategies continue to evolve, companies such as Ethio telecom and
Safaricom Ethiopia utilize platforms like social media, mobile applications, and email
marketing to enhance customer interaction, loyalty, and brand support. This study examines the
effect of digital marketing adoption on customer engagement. This is especially true in the
service- oriented industry like telecom industry. The study used both primary and secondary
sources of data. The study gathered primary data through a structured questionnaire designed
based on relevant literature to ensure it captured meaningful insights from participants.
Random sampling method was used, and respondents were selected accordingly. 388
questionnaire was distributed to customers of both telecoms of which totally 376 questionnaire
was collected which accounts 96.91%. The data has been analyzed using explanatory research
design with quantitative research approach and the analysis employed regression and
correlation techniques, conducted using STATA software version 13 to examine relationships
within the data. And then explanatory variables except traffic the rest have positive and
significant effect on customer engagement by showing 53.31% variation on the dependent
variable. Meanwhile On average the overall aggregate mean score of the variables become
4.00 which shows that nearly the respondents were agreed. The relationship between factors of
customer engagement i.e. social media presence, contents sharing rate, customer feedback
score, retargeting campaign success, open rate and traffic had positive strong, moderate and
weak relationship with customer engagement based on their STATA outcomes at 1% level of
significance. In light of the study’s findings, the researcher suggests Ethiotelcom, Safaricom, and
policy makers take this explanatory variable into account when formulating telecom related
programs and policies in Ethiopia.