The Effect of Digital Marketing Strategies on Organizational Performance: Taking Evidence from Ethio-Telecom
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Date
2023-06
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Addis Ababa University
Abstract
The major objective of this study was studying the effect of Digital Marketing on the performance of Ethio-Telecom. The researcher collected data from employees of Ethio-Telecom by distributing questionnaires which was used to measure their agreement and disagreement on factors identified by researcher. The study employed both descriptive and explanatory research design. On the other hand, the study employed quantitative research approach. The total population for this study was 1501 staff employees. Accordingly, the study selected 316 employees from the head office to take part in the study as sample size drawn from the total population. Overall 316 questionnaires were distributed to respondents and 297(94%) of them properly filled and returned. The result from descriptive analysis shows that the company has good experience of conducting mobile commerce and social-media marketing strategies. The study revealed those Digital Marketing strategies such as Web-marketing and e-mail marketing are in the medium level. Regression analysis of the study yielded that m-commerce and social-media marketing strategies have positive and significant effect on organizational performance. The study also recommended that the company should pay more attention to M-commerce and Social-media marketing strategies