EFFECTSOFDIGITALMARKETINGONE THIOPIANAIRLINESPERFORMANCE

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