The Effect of Digital Marketing on Company Sales in the Case of Meterd Taxi Companies in Addis Ababa, Ethiopia
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Date
2023-06
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Addis Ababa University
Abstract
This research examined the effects of digital marketing elements on the firms’ sales of metered taxi companies in Addis Ababa, Ethiopia. To fulfill the objectives of this study a descriptive and explanatory research design exerted. Data were gathered from a popular companies using a questionnaire from a sample of 123 out of 300 employees of metered taxi companies that were selected using Convenience sampling method. The data was collected from the questionnaire and analyzed by using descriptive analytical method such as mean, standard deviation and inferential analysis method such as Person correlation coefficient and multiple linear regression analysis by using SPSS v26. The analyzed result indicated that the independent variables that are Email Marketing, Mobile Marketing, Social Media Marketing and PPC has a positive and significant effect on Sales Volume (Dependent Variable). The Result also indicated that SEO has a positive but insignificant effect on sales volume in the case of metered taxi companies in Addis Ababa Ethiopia. Finally, this study suggests helpful actions for companies in improving their Digital marketing elements and techniques as a means of outperform the intense competition that exist in the market, therefore, they can maximize their market share and sales revenue
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Keywords
Digital Marketing, Sales Volume