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| dc.contributor.author | MULU, HAILYE | |
| dc.date.accessioned | 2001-01-06T22:25:49Z | |
| dc.date.available | 2001-01-06T22:25:49Z | |
| dc.date.issued | 2023-06 | |
| dc.identifier.uri | http://ir.bdu.edu.et/handle/123456789/16971 | |
| dc.description.abstract | The banking industry in Ethiopia is highly competitive, so banks must consider various strategic options and plans to survive and develop. One of the strategies is social media marketing strategies. The aim of social media marketing is building an online community, informing current customers, acquiring a new customer, and sharing promotion campaign are the most common goals of organization achieved through the most common social media platform used by the organization, including; Facebook, YouTube, LinkedIn, and Twitter. This study was aimed at investigating the impact of social media marketing activities variables of brand exposure, brand engagement, and E-WOM(Positive) on customer loyalty intention; and it has also identified the mediating role of brand awareness in the relationship between social media marketing activities and customer loyalty intention in the bank of Abyssinia in Bahr Dar city. The study employed an explanatory research design and used a quantitative approach. A structured questionnaire with a five-point Likert scale was used to collect the data from the customers, which was distributed to 350 respondents for bank of Abyssinia customers, and out of these, 318 were used for this analysis. Structural equation modeling was used to examine the measurement model and structural model. Descriptive statistics were analyzed using SPSS, and path analyses were computed using AMOS. The bootstrapping method was used in AMOS to analyze the mediating effect of brand awareness. The results of path analysis show that brand exposure and brand engagement have a direct and significant effect on customer loyalty intention, but E-WOM has an insignificant direct effect on customer loyalty. And also brand exposure, brand engagement, and E-WOM have a positive and significant effect on customer loyalty intention through brand awareness. Furthermore, brand awareness mediated the relationship between social media marketing activities and customer loyalty intention. This study recommended that bank of Abyssinia and others bank shall invest more in social media marketing strategies to communicate, attract, build relationships with customers and maintain them loyal. | en_US |
| dc.language.iso | en_US | en_US |
| dc.subject | Marketing Management | en_US |
| dc.title | “The Impact of Social Media Marketing Activities on Customer Loyalty Intention with the Bank Of Abyssinia In Bahir Dar City: The Mediating Role Of Brand Awareness” | en_US |
