| Abstract: | ThisstudyintendedtoexaminetheeffectsofDigitalMarketingPractices(DMP)onPerformanc
eofEthiopianAirlines(EAL)andidentifywhichdigitalmarketingpracticessignificantly
predict EAL performance.This study employs both descriptive and explanatoryresearch
designs, as well as a mixed research methodology. Interview and questionnairewere
employed for qualitative and quantitative data respectively.From the total
populationof250,149werepickedusingsimplerandomsampleforthequestionnaire,and5
were chosen using purposive sampling for the interview, a sample size of 154
total,which achieved a response rate of 94.8 percent. The result from interview;
descriptive aswell as inferential analysis made by SPSS software version 26, indicates
that EAL performance is significantly impacted by digital marketing activities of the
company.Thestudy reveals that the R-square value is 0.523, which explains 52.3% of the
variation inEAL performance is explained by DMP. From the total of five study
variables, the mobile applications, e-mail marketing and social media marketing had a
greatest
significanteffectonperformance.Furthermore,searchengineadsandwebpagemarketingals
opositively affect EAL performance.Based on the findings, it is recommended that the
industryshould consider prioritizing the above mentioned four significant digital
marketing
practiceswhileconductingandimplementingmarkets.However,furtherresearchisnecessarytoco
nsiderotherfactorsinpredictingEALperformance |
