Abstract:
This study investigates the effects of digital marketing channels on market performance, focusing on
Awash Bank S.C. in the North Addis Ababa Region. The research highlights the growing role of
digital platforms such as social media, mobile apps, SMS, and email in improving customer
engagement and brand visibility, especially in emerging markets like Ethiopia. Despite global
recognition of digital marketing’s impact, its effectiveness and challenges in the Ethiopian banking
sector remain underexplored. To address this, the study used a quantitative-dominant mixed methods
design and collected primary data via structured questionnaires. A total of 204 respondents were
randomly selected from digitally active customers at 12 purposively chosen Grade IV branches. The
questionnaire included closed- and open-ended questions to capture both quantitative data and
qualitative insights. Of the surveys distributed, 195 were returned, yielding a 95.6% response rate.
Data were analysed using descriptive statistics and multiple linear regression to assess how digital
marketing channels affect customer engagement and brand awareness. Findings show that social
media and mobile marketing significantly enhance customer interaction and brand performance,
while email marketing is less effective. Key challenges identified include limited digital infrastructure,
low digital literacy, and difficulties integrating digital tools with traditional banking. Sentiment
analysis of qualitative feedback further clarified customer perceptions of the bank’s digital services.
The study contributes empirical evidence from Ethiopia and recommends investment in digital
infrastructure, customer education, and integrated marketing strategies to boost digital engagement
and overall market performance.
