THE ROLE OF E-MARKETING TECHNIQUES FOR ENHANCING ENDUSER BRAND AWARENESS IN ETHIOPIA

Abstract

The general objective of this study was to investigate the role of e-marketing techniques in enhancing end-user brand awareness in Ethiopia. This paper utilized an exploratory research design to provide insights into the marketing phenomenon of customers' brand awareness created through e-marketing and social networking sites. The study involved interviews with key stakeholders from local companies in Ethiopia to explore their perspectives on e-marketing strategies, challenges, and perceived impact on brand awareness. Focus group discussions were organized with Ethiopian end-users to gather insights into their attitudes, behaviors, and experiences with e-marketing campaigns. The target population for the study comprised Ethiopian end-users actively engaged in international electronic media networks. The sample size was calculated using a formula to determine the appropriate number of respondents, resulting in 385 participants. The sampling techniques included convenient sampling, snowball sampling, and expert, non-probability sampling to reach the target respondents and key informants. The primary data for this study was collected using a combination of structured online surveys and structured interviews. The online survey was designed and administered through a web-based platform, while the structured interviews were conducted with a purposefully selected group of participants to gain qualitative insights into their experiences with e-marketing and its impact on brand awareness perceptions. The findings of this empirical study on e-marketing in Ethiopia align with the theoretical framework, highlighting its growing importance as a crucial marketing and brand awareness tool. The research suggests a pronounced shift from traditional to digital advertising channels across industries. Consumer analysis reveals that the majority of e-marketing users are aged 25-34, with nearly all maintaining active Facebook accounts. These digitally-savvy individuals leverage e-marketing primarily for personal and professional networking, spending up to 3 hours daily on mobile and laptop platforms. They rely on company websites, Google, and in-person visits when seeking product information, often finding online ads useful. Electronic word-of-mouth significantly influences their purchasing decisions. As the digital landscape evolves, businesses must develop comprehensive strategies to harness e-marketing's potential and navigate its complexities.