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The Effects of Digital Marketing on Business Performance: The Case of Ethio-telecom
2023, The Effects of Digital Marketing on Business Performance: The Case of Ethio-telecom
This study investigates the effect of digital marketing on business performance in Ethio-telecom. Data was collected from a sample of 195 employees working as managers, team leaders, supervisors, and professionals in Ethio-telecom using a well-structured questionnaire. The study uses inferential statistics and quantitative analysis to analyze the data. The results indicate that digital marketing has a positive impact on the organization's business performance, with certain tools having a more significant effect than others. Specifically, the study finds that search engine optimization, social media, email, mobile marketing, website, and online advertising all contribute positively to the organization's business performance. The findings suggest that utilizing various digital marketing tools can enhance business performance, and organizations should focus on the most effective tools for better results. This study provides valuable insights for managers and marketers in Ethio-telecom to make informed decisions regarding digital marketing strategies and improve business performance. It contributes to the existing literature on digital marketing and business performance by examining the case of Ethio-telecom and its unique context.
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