The Effect of Social Media Advertising on Customers Buying Behavior: The Case of Ethiopian Airlines
| dc.contributor.advisor | Mulugeta G/Medhin (PhD) | |
| dc.contributor.author | Helen Taye | |
| dc.date.accessioned | 2024-03-04T11:47:59Z | |
| dc.date.available | 2024-03-04T11:47:59Z | |
| dc.date.issued | 2022-06 | |
| dc.description.abstract | The main purpose of this study is to assess of the effect of social media advertising on the buying behavior of customers in the case of Ethiopian airlines. The study employed an explanatory research design and used a mixed approach. A sample of 384 Ethiopian Airlines travelers was selected by using a random sampling technique. A questionnaire was used to collect primary data from the respondents. The collected data were organized, presented, analyzed, and interpreted quantitatively with the help of SPSS version 26.0. The result of the study indicated that social media advertising credibility, Informativeness, and interactivity significantly and positively affect the buying behavior of customers of Ethiopian airlines services. The study found that social media advertising entertainment and performance expectations were not significant contributors to the choice of Ethiopian airlines by customers. Based on the findings of the study it was concluded that social media advertising has a high effect on the choice or buying behavior of customers of Ethiopian airlines services. Social media advertising credibility has a significant effect on the buying behavior of Ethiopian airlines customers. It was recommended that Ethiopian airline have to improve social media advertising entertainment and performance expectation to be dominant and competent with other similar organizations. Keywords: Social media, advertising, interactivity, credibility, Informativeness, entertainment, performance expectation | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/2097 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.title | The Effect of Social Media Advertising on Customers Buying Behavior: The Case of Ethiopian Airlines | |
| dc.type | Thesis |