Getie Andualem (PhD)Endale Lemma2024-01-292024-01-292023-06https://etd.aau.edu.et/handle/123456789/1538The study had examined the effect of digital marketing on customers brand loyalty in the case of Bank of Abyssinia. The sample populations of the study were customers of Bank of Abyssinia in east Addis Ababa district. Quantitative research approach been adopted in selecting a sample size of 384. Primary data were collected using questionnaires from the customers of the product and then collected 348 responses, the data collected were carefully edited, coded, encoded using spread sheet and analyzed by using SPSS, Descriptive and explanatory research design was used to analyze the result. The results of the analysis revealed that email marketing, social media marketing, content marketing and SEO were identified by the customers of BOA as factors determining their loyalty, In accordance with existing empirical literature the results of the present study have supported the established relationship between brand loyalty and Digital marketing, The result of the study indicated that the identified factors (SEO, Social Media, email marketing and content marketing ) have significant Effect on customer brand loyalty, according to their respective extent social media have the strongest positive effect and followed by SEO and content marketing. With these findings the study provides many implications to increase the brand loyalty of BOA by recommending that the company must strengthen the use of Digital marketing. As the world moving towards digital era, the digital channels play vital role in increase of sales of any firm’s products. So, the present study made an attempt to reveal the impact of digital marketing on customer brand loyaltyen-USDigital marketingThesis