"Effects of Digital Marketing Channels on Market Performance: A Case Study on Awash Bank S.C (In North Addis Ababa Region),"

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.