The Effect Of Online Marketing System In Enhancing Organizational Performance: The Case Of Awash Bank S.C Addis Ababa, Ethiopia

Abstract

This study investigates the effect of online marketing practices—specifically social media marketing, mobile phone marketing, email marketing, and website marketing—on the organizational performance of Awash Bank S.C. A quantitative research approach and explanatory research design were employed to examine the relationship between the variables. The study targeted employees at the headquarters of Awash Bank, selecting a sample of 349 respondents through stratified random sampling to ensure representative participation across departments. Data were collected using a structured, self-administered questionnaire based on a five-point Likert scale, which was tested for internal consistenc. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used to summarize the data. Inferential statistics—specifically Pearson correlation and multiple regression analysis—were applied to assess the strength and significance of the relationship between online marketing strategies and organizational performance. The findings reveal that all four dimensions of online marketing have a statistically significant and positive impact on performance, with social media marketing demonstrating the strongest influence. The results underscore the importance of integrating digital marketing tools into strategic operations to improve service delivery, customer engagement, and organizational outcomes in the banking sector