Factors Affecting Digital Marketing Practices Evidence From Addis Ababa, Ethiopia
| dc.contributor.advisor | kebede, Hailemariam (PhD) | |
| dc.contributor.author | Alemayehu, Dagem | |
| dc.date.accessioned | 2021-01-04T06:14:56Z | |
| dc.date.accessioned | 2023-11-04T14:08:34Z | |
| dc.date.available | 2021-01-04T06:14:56Z | |
| dc.date.available | 2023-11-04T14:08:34Z | |
| dc.date.issued | 2020-09 | |
| dc.description.abstract | In the present times the preferred marketing form is Digital marketing. Digital marketing is the use of technologies to help marketing activities in order to improve customer knowledge by matching their needs. Both Digital marketing and its practices in Addis Ababa, in general in Ethiopia is at infant stage. The purpose of this paper is to identify factors affecting Digital marketing practices: evidence from Addis Ababa, Ethiopia. For this study Perceived usefulness, perceived ease of use, legislation and regulation and infrastructure were used as a predictor variable. The researcher used descriptive, exploratory, explanatory research methods. Five-point Likert scale questionnaire was used in collecting data from selected 370 peoples with purposive sampling. The sample respondents were selected purposively. Research data was examined using multiple linear regression analysis. The analyses exhibited that all predictive variables namely: perceived usefulness, Perceived ease, Infrastructure and legislation and regulation have significant positive relationship with the practices of digital marketing practices. With additional training to the users and further development of government infrastructure increase the effectiveness of digital marketing practices | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/24529 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Digital Marketing | en_US |
| dc.subject | Perceived ease of use | en_US |
| dc.subject | infrastructure | en_US |
| dc.title | Factors Affecting Digital Marketing Practices Evidence From Addis Ababa, Ethiopia | en_US |
| dc.type | Thesis | en_US |