Effect of Digital Marketing on The Marketing Performance: The Case of Ethiopian Airlines
| dc.contributor.advisor | Temesgen Belayneh (PhD) | |
| dc.contributor.author | Eyerusalem Tilahun | |
| dc.date.accessioned | 2025-07-30T10:13:54Z | |
| dc.date.available | 2025-07-30T10:13:54Z | |
| dc.date.issued | 2024-10 | |
| dc.description.abstract | The study aimed at examining the Effect of digital marketing on the marketing performance inthe case of Ethiopian airlines. The study has used descriptive and explanatory research designs. Primary and secondary data sources were used. Survey questionnaire was the tool used tocollect data. Both qualitative and quantitative data analysis techniques were employed. Descriptive statistics involved tabulation while inferential statistics has drawn the relationshipbetween variables using regression model. Employees from Ethiopian Airline and customers of the Ethiopian Airline involved in the study. The study results show that the t-value for MobileApp(2.352) is significant at the 0.05 level (p = 0.034**), indicating that MobileApp has a substantialimpact on the marketing performance of Ethiopian Airlines. The findings indicate that mobileapps are an essential channel for reaching customers and improving marketing efforts. Thesignificance impact of MobileApp can be attributed to various factors such as personalization,convenience, targeted promotions, increased brand awareness, loyalty, and two-way communication that enables better understanding of customer needs and preferences. This studyexplores the effectiveness of Ethiopian Airlines' digital marketing strategies in enhancing customer engagement and achieving high passenger load factors. The results demonstrate thatthe majority of respondents consider these strategies to be efficient, and the perceived benefits align with industry best practices. The success of Ethiopian Airlines's digital marketinginitiatives can be attributed to factors such as an extensive route network, targeted marketing efforts, competitive pricing strategies, and a strong focus on customer satisfaction. Overall, thestudy underlines the importance of digital marketing in the aviation industry and highlights the positive impact it has had on Ethiopian Airlines' performance. The study recommends thatEthiopian Airline continue to invest in digital marketing strategies to maintain a strong online presence and attract more passengers. Key words: Digital marketing, Performance, Mobile apps marketing, website marketing, Emailmarketing | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/5844 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.title | Effect of Digital Marketing on The Marketing Performance: The Case of Ethiopian Airlines | |
| dc.type | Thesis |