SOCIAL MEDIA MARKETING STRATEGY (THE CASE OF SELECTED COMPANIES IN ETHIOPIA)

Abstract

Objective: The aim of this study is to bridge this gap by empirical analysis and identify the roles of Social Media Marketing strategy from an Ethiopian business organizations context. Target population: The target populations for this study are people that work in information technology industry, and peoples that participate in marketing industry. Method: both quantitative online survey and qualitative observation the paper delivers a thorough investigation of the concept and offers empirical evidence of its role and performance. Results: The most important findings of this study suggest that social media marketing has strategic role and social media marketing strategy. Thus, this paper is an important contribution to in the field of social media marketing strategy in the context of Ethiopia which still remains mostly conceptual or qualitative, and provides useful insights. Conclusion: Social media plays an important role in communicating with the large number of audiences and provides two- way communication medium for marketing campaigns.