Negussie, Taye (PhD)Mensur, Behredin2018-07-262023-11-182018-07-262023-11-182007-04http://etd.aau.edu.et/handle/12345678/10079The purpose of this study is to asses the general socia-economic implication of nelwork marketing in Addis Ababa. Due to the youngness of the industry in the country, hardly any studies have been made on this area; therefore, this study was initialed 10 fill Ihe knowledge gap that exisls in this particular area and il was conelucled by taking Ihe sample participants of Gold Quest International (GQI). This company is one of Ihe pioneers NWM Companies in Ethiopia. The objective of this sludy is to briefly asses the general socia-economic implications of network marketing in Addis Ababa with special reference to Gold Quest international. In doing so, the economic contribution of the business, in the form of laxes and employment opportunity, and the social implication as 10 what societal values the customers gel/Io-~e from tile lechnologies and knowledge Iransfer were assesseel To achieve this objective. bolh qualilative and quantitalive research methods were used. The study involved 96 pnrticipnllis of Ihe business, five case sludies and a group discussion. The resull of Ihe sludy shows Ihal 1I10si NWM business participanls are young, nliJlc, unmarried and educated. The business created employment opportunity and personal development for them. Moreover, as the majority of respondents indicated, the business helped them build new relationships and even strengthened their previous relations. Almost all participants (97%) of the business documented that they did not get financial benefit, Which was their major reason for their involvement in the business. The business does nol have rules and regulations for ils activily in Ihe country. It is concluded from the study Ihat network marketing helps creale many import ani societal values if it is done with ils true concepls. In this regard, il is also observed from the focus group discussion that individuals should join the system to use the proelucl andlor service as Iheir primary objective then Ihe financial benefil comes afterwarels Moreover. it is recommended Ihal exislence of rules anel regulalions for ils activily in tI/C counlry will help develop Ihe business and help Ihe participanls 10 acquire ils benefilsenNetwork MarketingThesis