The Effect of Digital Marketing Strategies on Sales Growth: Evidence From Selected Coffee Exporters in Ethiopia
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Date
2026-01-02
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A.A.U
Abstract
The authors conducted a study that explored the impact of digital marketing strategies on the sales growth of coffee exporting companies in Addis Ababa, Ethiopia. The authors cited the need for coffee exporters to adapt their businesses to today’s digitized global market by implementing effective online engagement methods so they can stay competitive. The authors used a positivist perspective as part of their research methodology. They used an explanatory research design, which is based on deductive reasoning, with a quantitative approach to collect the data. They employed a census approach to obtain the primary data from the 115 coffee exporting companies in Addis Ababa. The total number of valid responses was 113, providing a complete and representative analysis of the coffee exporting industry in Addis Ababa, Ethiopia. Data was collected using structured surveys and analyzed using descriptive and inferential statistical procedures, including multiple linear regression analyses, to determine what causal relationships existed among the different variables studied. The major findings from the research report demonstrate that digital marketing strategies are one of the main factors driving the success of an organization with the majority of sales growth explained by the effective usage of these strategies. Of the three types of digital marketing strategies examined, e-mail marketing was identified as the most effective, followed by social media marketing and online advertisement. Based on this research, digital tools allow exporters (coffee) to expand their market reach and increase their ability to manage customer relationships. Market growth results from the use of digital marketing as a strategy by coffee-exporting businesses. The authors recommend that coffee exporting firms invest in innovating how they communicate directly with customers and utilize digital storytelling techniques to establish the credibility of their global brands. To further support coffee-exporting firms, the authors recommend providing institutional support through the development of exporter digital capacities allowing for sustainable growth within the Ethiopian coffee sector within the national market.
Key word: Digital Marketing, Sales Growth, Coffee Exporters, Email Marketing, Social Media Marketing, Ethiopia.