Elias Worku (PhD)Abadi Weynay2025-08-112025-08-112025-05-01https://etd.aau.edu.et/handle/123456789/6302The purpose of this study is to assess the impact of digital media on the marketing strategies and performance of Awash Bank in Addis Ababa. Specifically, the study aims to explore how digital platforms have influenced customer engagement, brand awareness, and service delivery in the banking sector. By analyzing both quantitative and qualitative data, the research seeks to provide insights into the effectiveness of digital media marketing in improving customer satisfaction and achieving competitive advantage. This study employed a mixed-methods approach, combining both quantitative and qualitative data to assess the impact of digital media on marketing in Awash Bank, Addis Ababa. Primary data were collected through questionnaires distributed to 200 bank customers and interviews with 3 marketing and communication staff members. Secondary data came from bank reports and relevant literature. Simple random sampling was used for customer selection, while purposive sampling was used for selecting staff participants. Quantitative data were analyzed using descriptive statistics, while qualitative data were examined using thematic analysis. Digital media for banking industry via internet and mobile platforms is playing an increasingly vital role in the marketing of financial services, especially as the use of digital media and customer demand for financial solutions continues to grow. The evolving nature of the banking sector indicates that banks can no longer rely solely on traditional branch operations for their survival. Attracting and retaining customers has become essential, and digital media banking is emerging as a preferred strategy to achieve this. The study found that most customers interact with Awash Bank through digital platforms such as Facebook and the mobile banking app. Digital media has significantly improved customer engagement by making banking services more accessible and convenient. It has also increased the bank’s brand visibility, particularly among younger customers. Keywords: digital media marketing, customer satisfaction, digital media, digital media recommendationendigital media marketingcustomer satisfactionThesis