Department of Marketing Management

Permanent URI for this collectionhttps://repository.mu.edu.et/handle/123456789/116

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The Effect of Customer Relationship Management Practices on Customer Satisfaction in the Case of Awash Bank, in Mekelle Branches
(Mekelle University, 2025-01) Kidanemariam Fiseha
In today’s intensely competitive, rapidly changing and highly complex business environment characterized by diminishing customer satisfaction, the need to be market focused and customer centric is more critical than any other time to build and maintain a strong relationship with the customers in order to achieve the ultimate goal of customer satisfactions for any organization. This study aimed to assess the effect of Customer Relationship Management on customer satisfaction in case of Awash Bank, Mekelle City. The population of the present study is premium customer of six special grade branches by using purposive sampling techniques. The data collection utilized quantitative methods. 186 respondents were selected through convenient sampling and data has been collected through questionnaires which were self-administered by researcher. Multiple regression analysis was used to analyze the data collected. The study proposed that there is statistical positive and significant relationship between CRM elements and customer satisfaction as a dependent variable. The statistical analysis revealed that three independent variables, namely reliability, process driven approach and customer focus were found to be significantly associated with the customers’ satisfaction in Awash Bank, while technology orientation found to not have a significant. The findings of the study contribute enormously to the body of knowledge, as it provides a model to be used for explaining effect of the CRM four dimensions on customers’ satisfaction. From the analysis the researcher recommend Awash should give priority for the application of process driven approach CRM dimension than other dimensions because this dimension has highest effect on customer satisfaction.
FACTORS AFFECTING PASSENGERS’ PURCHASE DECISION IN AN AIRLINE INDUSTRY: THE CASE OF ETHIOPIAN AIRLINES MEKELLE ALULA ABA-NEGA BRANCH
(Mekelle University, 2025-01) WELDEKIDAN FITSUM
The main objective of this research is to find out the factors that affect passengers ‘purchase decisions of Ethiopian airlines for their Mekelle Alula aba Nega air ticket purchase. It tried to study the factors according to their significance effect on the passengers ‘purchase decisions. The paper also covered to see if the factors have any different effect across the demographic profile of respondents. The study examined seven factors that were taken from prior research works. All responses were collected by using a structured questionnaire through convenience sampling (n=370). The data was collected from primary and secondary data. The research design was both descriptive and explanatory research deigns. The target population was the passengers of Mekelle Alula Aba Nega. Data was analyzed using SPSS software to obtain descriptive statistics, comparing mean scores (i.e. independent t-test and ANOVA) and other analyses (i.e. correlation analysis and multiple linear regressions). According to the study findings, three factors: loyalty program, ground and inflight services and safety record identified as the main factors that customers of Ethiopian airlines perceive to be important in influencing their purchase decision. The finding of the study showed that there is a significance difference in perceiving the seven factors between and among the customers of Ethiopian airlines with different demographic profiles. Therefore, Ethiopian shall work more on its brand equity specially to penetrate the rest of the market besides the African market.
FACTORS AFFECTING THE PERFORMANCE OF WOMEN ENTREPRENEURS IN URBAN AGRICULTURE: THE CASE OF MEKELLE HADINET SUB CITY
(Mekelle University, 2025-01-25) Berhe Gebremeskel
This study analyzes the factors affecting the performance of women entrepreneurs in urban agriculture within Mekelle's Hadinet Sub-City, Ethiopia. Recognizing the essential role of women in economic development, the research identifies key challenges they face, including limited access to finance, socio-cultural barriers, inadequate training, and legal constraints. Employing a mixed- methods approach, a sample of 62 women entrepreneurs was selected through stratified sampling. Data were collected via structured questionnaires and key informant interviews, and analyzed using descriptive and inferential statistics. The findings reveal systemic challenges that hinder the growth and sustainability of women-led enterprises, indicating that financial constraints and socio-cultural factors significantly impact their performance. The study concludes that targeted interventions are necessary to enhance women's entrepreneurial capacity, recommending policies focused on improving access to finance, providing tailored training programs, and fostering supportive community networks.
THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY PRACTICES ON BRAND EQUITY, A CASE STUDY OF RAYA BEREWERY S.C
(Mekelle University, 2025-02) Helen Mulugeta
The aim of this study is to investigate the effect of corporate social responsibility practices on brand equity in order to increase the understanding of CSR as a marketing tool. The dimensions used in the study are Social, Economic, Environmental, Legal, and Ethical Responsibilities on Brand Equity of Raya Breweries S.C. The study has employed quantitative descriptive explanatory approach. A stratified random sampling method and structured questionnaire is used. Data was analyzed by using SPSS software 20 version. The finding of the correlation analysis indicates that there is direct significant positive relationship between the CSR dimensions and brand equity. A sample of 373 customers (Wholesalers and Retailers) of Raya Breweries S.C in Mekelle. The simple regression analysis shows that all dimensions positively influence the brand equity and it is also statistically significant. The findings of this study also indicated that economical CSR is the most important factor to have a positive and significant effect on brand equity followed by Legal, Ethical, Environmental and Societal CSR. The finding implies that survey participants have a positive perception about CSR practices. Hence, the company should concentrate on its CSR commitments and resources allocation to CSR initiatives in ways that can return optimal benefit to society.
FACTORS INFLUENCING FASHION BRAND PREFERENCE (A Case Study of Consumers of clothing and footwear Products in Mekelle City)
(Mekelle University, 2025-02) Kibrom Birhane
This study investigates the factors influencing fashion brand preferences among consumers in Mekelle City, Ethiopia, addressing the gap in empirical research on emerging markets where cultural, economic, and social dynamics intersect with global trends. Employing a mixedmethods approach, the research integrates quantitative surveys (n = 384) and qualitative interviews to analyze demographic, product-related, brand-related, and socio-cultural determinants. The theoretical framework draws on Cognitive Dissonance Theory, Social Identity Theory, and Affective Decision-Making, contextualized within Ethiopia’s unique sociocultural landscape. Key findings reveal product quality (β = 0.41, p < 0.001) as the strongest driver of brand preference, followed by brand image (β = 0.24) and consumer experience (β = 0.15). Price negatively influenced preferences (β = -0.18), reflecting cost sensitivity. While cultural relevance and social influence were significant, their impact was modest, suggesting a balance between tradition and modernity. Demographics such as age, income, and education significantly shaped preferences, with younger, higher-income, and educated consumers showing stronger brand loyalty. Notably, gender had no significant effect, challenging assumptions about gendered fashion choices. The regression model explained 71% of variance (R² = 0.71), underscoring the robustness of these predictors. Qualitative insights highlighted demands for affordability, localized designs, and ethical practices. The study recommends fashion brands prioritize quality, adopt value-based pricing, and integrate cultural narratives into marketing. Policymakers are urged to support local artisans and sustainable practices. Limitations include the geographic focus on Mekelle and reliance on convenience sampling, suggesting future research across diverse Ethiopian regions and longitudinal analyses. By bridging gaps in global consumer behavior theories, this research offers actionable strategies for brands targeting Mekelle’s evolving market while contributing to academic discourse on emerging economies
ASSESMENT OF ADVERTISING EFFECTIVNESS: THE CASE OF AQUA SAFE MINERAL WATER
(Mekelle University, 2025-02) Bedilu Melaku
The objective of the study is to determine the effectiveness of advertising MESSAGE SOURCE AND Channel of aqua safe mineral water. The research design was a cross sectional design. The population of the study was residents of Addis Ababa from both Kirkos and Bole sub cities. The study used primary data which was collected using self-administered questionnaires. Advertising influences the sales performance as it enables the company to enhance the purchase of organizational products by the consumer, increase volume of sales, increase the profits of the organization and enhance the organization relationship with its customers. The study was conducted to identify effectiveness of advertising message, source and channel of Aqua safe mineral water. The study was conducted in both bole and Kirkos sub cities of Addis Ababa. The researcher used non-probability sampling method to take samples. Among non-probability sampling method, the researcher chooses convenience sampling method because it helps the researcher to easily select respondents and to achieve the diverse nature of respondents. Regarding the finding on the media mixes that aqua safe mineral water used to advertise its product, the company uses almost all types of Medias such as visual, audio and print Medias. According to the statistics of the study advertising messages of aqua safe mineral water is very effective. The management of aqua safe mineral water should carry out periodic review of the advertising message, advertising source and channel to rate their effectiveness. Moreover, advertising messages must be stronger and appealing enough to persuade and build product preference, encourage switching to aqua safe mineral water by changing the perception of the consumers of rival brands. According to the statistics of the study advertising messages of aqua safe mineral water is very effective. The management of aqua safe mineral water should carry out periodic review of the advertising message, advertising source and channel to rate their effectiveness. Moreover, advertising messages must be stronger andviii appealing enough to persuade and build product preference, encourage switching to aqua safe mineral water by changing the perception of the consumers of rival brands. According to the research findings we can conclude that Aqua safe mineral water advertising messages is effective, advertising source and channel are also effective.
Determinants of Customer based Brand Equity The Case of Wegagen Bank in Mekelle city
(Mekelle University, 2025-03-03) Mearg Berhe Gebremichael
The study was aimed to measure customer-based brand equity of selected Wegagen bank branches in Mekelle with respect to bank service buyers’ perception by utilizing Aaker’s customer-based brand equity model. A five dimension of brand equity model posited by David Aaker was used in order to conduct the investigation via quantitative research design, where descriptive and explanatory research approach was applied. A sample of 398 bank customers from Mekelle were selected using a Purposive sampling method and data was collected through a structured questionnaire intending to identify their perception towards the bank brand. Out of 398 structured questionnaires distributed to respondents 380 were collected, which maintained 95.47% response rate. The results of correlation analysis showed that the three (brand loyalty, brand association and perceived quality) determinants of Customer-Based Brand Equity had a positive significant relationship with the overall brand equity as well as within themselves. How ever, brand awareness and Other proprietary assets had negative relationship with overall brand equity. The results of multiple regression analysis also revealed that the three dimensions (brand loyalty, brand association and perceived quality) have a positive influence on the overall brand equity though their contribution magnitude is not the same however brand awareness contribute or predict the overall brand equity positively but not significant. Other proprietary assets also predict the overall brand equity negatively but with significant effect. Among those dimensions, perceived quality had the strongest positive significant influence on the studied bank customer-based brand equity followed by brand loyalty. Thus, Bank managers should exert their efforts to increase Perceived Quality first along brand loyalty with of their customers so that the Overall brand equity would accordingly increase.
The Effect of Customer Relationship Management Practice on Customer Loyalty: In the case of Commercial Bank of Ethiopia Yeka District
(Mekelle University, 2025-06-28) Etsegenet Ayele
The purpose of this study is to investigate the effect of Customer Relationship Management CRM practices on customer loyalty within the Commercial Bank of Ethiopia yeka District. Using a mixed- method approach, the researchers used to analyze the data are both qualitative and quantitative. The researcher employed descriptive research. Additionally, the study is explanatory as well. This study encompasses both descriptive and explanatory research. Data were collected through surveys and interviews. In this study, the sample was required sample size and selected customers. The total target population from selected CBE branches is 135loyees and 383customers. Questionnaires were distributed to analyze the correlation between CRM strategies and customer loyalty metrics such as satisfaction, retention, and advocacy. The findings indicate that effective CRM practices significantly enhance customer satisfaction and retention. This study recommends strengthening digital CRM tools and staff training to improve loyalty out comes
FACTORS INFLUENCING THE USAGE OF MOBILE BANKING (IN THE CASE OF COMMERCIAL BANK OF ETHIOPIA ARADA DISTRICT ADDIS ABABA)
(Mekelle University, 2025-06-28) Meron Wogayehou
The primary objective of the study was to analyze the Factors Influencing the Usage of Mobile Banking in The Commercial Bank of Ethiopia at Arada district Addis Ababa. The researcher used an explanatory research design and a quantitative approach. A convenience sample of the population was taken as part of the study. A total of 385 questionnaires were distributed and (95.58%) 368 of them collected. The data were analyzed using inferential and descriptive methods. The result of the descriptive statistics revealed that the perception of the customers to ward mobile banking was influenced by Perceived Usefulness, Perceived Ease of Use, Compatibility, Perceived Trust and Awareness, however From the findings of descriptive analysis, it can be noted that majority of the respondents agreed that Compatibility have highly positive effect on usage of mobile banking compared to the others variable. The inferential analysis of multi-collinearity The VIF values for perceived usefulness, perceived ease of use, compatibility, perceived trust and awareness, and value for each independent variable tolerance is greater than 0.1 and the variance inflation factor was less than 10, Indicating that there is no interdependence among independent variables. As a result, the investigation meets there is no Multi collinearity. The correlation the coefficient of correlation (r) between all variables are positively correlated with values (0.618, 0.708,0.517, 0.679, and 0.771) respectively awareness having the highest correlation coefficient (r=0.771) that means awareness have high positive effect on usage of mobile banking and Compatibility having the lowest correlation coefficient (r= 0.517).The linear combination of According to the regression analysis shown in the above table, awareness affects mobile banking adoption with a beta weight of 0.394, which means that the independent variables greatly affect the dependent variable, which is awareness. Perceived Usefulness, Perceived Ease of Use, Compatibility, and Perceived Trust affect mobile banking adoption at 0.132,0.159, 0.207, and 0.176, respectively. Lastly Multiple regression analysis result show that 72.4% of the variation in the usage of mobile banking have strong positive relationship with Perceived Usefulness, Perceived Ease of Use, Compatibility, Perceived Trust, and Awareness. The remaining 27.6 % were other factors that limit mobile banking adoption in CBE. Based on the above finding the researcher has recommended CBE, compatibility on the inclusion of "clarity of interaction" as a potential enhancement suggests that the user interface should be reviewed and possibly redesigned. Implementing user-centered design concepts, conducting usability testing, and getting consumer feedback on the app's navigation and features can result in a more intuitive and smooth experience, enhancing user confidence and should create awareness USSD usage training, in-app tutorials, social media marketing, and collaborations with local celebrities to promote the specific benefits of mobile banking.
THE INFLUENCE OF SOCIAL MEDIA ADVERTISEMENT ON CONSUMERS’ PURCHASE INTENTION TOWARDS CASTLE BEER: A CASE STUDY OF CONSUMERS IN MAICHEW TOWN
(Mekelle University, 2025-09-23) BRHANU TEKA
This study investigates the influence of social media advertising on consumer purchase intention within the Ethiopian beer industry, using Castel Beer as a case study. The research was motivated by the sector's growing competitiveness and the critical role of social media for marketing, especially given Ethiopia's regulatory restrictions on alcohol advertising in traditional media. The general objective was to examine the effect of social media ad attributes on purchase intention. The specific objectives were to evaluate the impact of understandability, memorability, credibility, originality, and message appeal. A quantitative, cross-sectional explanatory research design was employed, utilizing a structured questionnaire distributed to 365 purposively selected Castel Beer consumers in Maichew town. Data were analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis with SPSS version 27. The findings reveal that all five advertising attributes have a statistically significant positive effect on purchase intention. The regression model explained 67.9% of the variance in purchase intention. Message appeal (β = 0.394) and understandability (β = 0.379) were the most potent predictors. The study concludes that effective social media ads in this context must be clear, engaging, memorable, credible, and original. It is recommended that Castel Beer and other breweries prioritize message clarity and creative appeal in their social media strategies. Future research should expand to other regions and include potential consumers to enhance generalizability. .
FACTORS INFLUENCING BROADBAND SERVICE QUALITY ON KEY ACCOUNT CUSTOMER SATISFACTION
(Mekelle University, 2025-09-23) Yoseph Teklehaymanot
The Significance of service quality for business performance has been recognized in the literature as a matter of survival. The main objective of the study was to assess and analyze the influence of broadband service quality on key account Customers Satisfaction at Ethio Telecom Mekelle Branch. A theoretical framework was used as a guideline to test the influence of broadband service quality dimensions on customer satisfaction. The research is descriptive and casual with quantitative approach. In order to achieve the objective of the study, the researcher employed both secondary and primary data. For this study, a questionnaire was used and completed by 109 customers from key account users. Correlation analysis was tested to see the relationship between broadband service dimensions and Customers satisfaction and multiple regression analysis were also used to identify the determinant factor that mostly influence Customers satisfaction and the significant level of each variable. The findings confirm that five of the independent variables of the service dimension, Reliability, Responsiveness, Assurance, Empath, and Tangibility have a positive relationship with the level of Customers satisfaction at Ethio Telecom at Mekelle Branch. In other words, service quality is strongly linked with customer satisfaction and the higher the service quality, the higher the customer satisfaction. The results further reveal that Responsiveness, Assurance, Empath dimensions contribute most towards customer satisfaction. But Reliability and Tangibility are found to be insignificant. The results of the findings also showed that the mean satisfaction is found to be moderate. Based on the summery, conclusion was drawn, the researcher has recommended based on the conclusion of the study that the Ethio Telecom should focus on the significant dimensions to improve service quality.
FACTORS AFFECTING DEPOSIT MOBILIZATION IN PRIVATE COMMERCIAL BANKS: THE CASE OF AWASH INTERNATIONAL BANK S.C.(MEKELLE BRANCH)
(Mekelle University, 2025-10-23) TESFALEM GEBRESLASSIE
The main business for banks is accepting deposits and granting loans. The more loans the banks disburse, the more profit they make. Also, banks do not have a lot of their own money to give as loans. They depend on customer deposits to generate funds for granting loans to other customers. This process is known as deposit mobilization. This paper aimed to examine and assess the deposit mobilization of private commercial banks. Those having two years or more experience, senior Mekelle area branches employees were selected for data collection. The research has used a questionnaire and structured interview discussions for employees of Awash International Bank Share Company. The result shows that the Aggressive branch expansion of Commercial Bank of Ethiopia, the current 70 Kare house construction program, people's attitude towards using private banks, and poor parking areas strongly influence the deposit mobilization process of Awash International Bank S.C. Opening of additional branches, aggressive promotion, and upgrading service delivery can boost the deposit balance of a bank positively. The study suggests the management of the bank should arrange and apply an incentive program, such as coupon prizes to attract more depositors, open additional branches near to the customers, promote excellent services and other mores are discussed in the research.
FACTORS INFLUENCING MOBILE BANKING PRACTICE፡ IN CASE OF COMMERCIAL BANK OF ETHIOPIA, CASTLE BRANCH, MEKELLE
(Mekelle University, 2025-10-23) ALEM GEBRE
This study investigates the factors influencing mobile banking practice in the Commercial Bank of Ethiopia, Castle Branch, Mekelle City. Guided by the research objectives and questions. The study aims to examine how complexity, customer awareness, trust, network interruption, perceived risk, and perceived usefulness influence the practice of mobile banking in CBE, Castel Branch, Mekelle City. the study employed a quantitative research approach and utilized both descriptive and explanatory research designs. The motivation for the study arose from the slow adoption of mobile banking in Ethiopia despite the strategic direction of bank management toward digital banking transformation. From a total population of 3,500 customers, 359 respondents were selected using the Finite Population Correction formula. Convenience and purposive sampling techniques were applied. Primary data were collected from mobile banking customers through questionnaires and supported by insights from bank staff members obtained via structured interviews. The data were analyzed using descriptive statistics, correlation analysis, and linear regression. The findings reveal that Perceived Usefulness, Complexity, Awareness, Trust, Perceived Risk, and Network Interruption all have a positive and significant relationship with mobile banking practice. The regression analysis yielded an R-value of 0.899, indicating a strong positive relationship between the independent variables and mobile banking practice. The study concludes that mobile banking practice is significantly shaped by these key factors, suggesting that users’ expectations align with their perceptions of usefulness, complexity, awareness, trust, perceived risk, and network stability. The major findings are perceived usefulness, complexity, awareness, trust, perceived risk, and network interruption. Perceived usefulness and complexity positively encourage adoption, while perceived risk and low trust discourage users due to concerns about security and service reliability. Awareness has a minor positive effect, but not enough to significantly change user behavior. Overall, the regression and ANOVA results show that these factors collectively and significantly predict mobile banking practice. Although limited to a specific area and age group, the findings emphasize the need for banks to strengthen security, build trust, improve usability, and enhance network performance to boost mobile banking adoption. The findings provide valuable insights for banks, service developers, and software engineers aiming to enhance customers’ intention to adopt and continue using mobile banking services. Accordingly, the study recommends that commercial banks strengthen these factors by adopting appropriate technologies, establishing supportive legal structures, empowering human resources, and improving network capability and accessibility.
THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT PRATCTICES ON CUSTOMER SATISFACTION IN THE CASE OF COMMERCIAL BANK OF ETHIOPIA, MAICHEW, TIGRAY, ETHIOPIA
(Mekelle University, 2025-10-23) KAHSU GIRMAY
The banking sector is highly competitive, with commercial banks striving to attract new customers and retain existing ones. Customer Relationship Management (CRM) has emerged as a key strategy for enhancing competitiveness in the financial sector. By focusing on the individual needs of customers, CRM practices contribute significantly to customer satisfaction and loyalty. This study aims to examine the effect of CRM on customer satisfaction at the Commercial Bank of Ethiopia (CBE), Maichew branch. Specifically, the study investigates the impact of CRM behavioral components—reliability, process-driven approach, customer focus, and technology orientation—on customer satisfaction. The research addresses a gap in the literature by exploring CRM effectiveness from the customer perspective within the Ethiopian banking context. A descriptive and explanatory research design is employed, using a convenient sampling method to select respondents from the CBE Maichew branch. from the total population size of 800 customers 267 samples of respondents will take from the selected branch. Data are collected through structured questionnaires and analyzed quantitatively to determine the strength and direction of relationships between CRM dimensions and customer satisfaction. The findings reveal that all four CRM dimensions positively and significantly influence customer satisfaction, with reliability and technology orientation having the strongest effects. These results provide valuable insights into CRM practices in Ethiopian banks and offer actionable recommendations for CBE to enhance customer satisfaction, strengthen its competitive position, and improve overall business performance. The bank should enhance service quality by ensuring reliability, leveraging technology, streamlining processes, personalizing customer experiences, and providing ongoing CRM training to staff.
THE EFFECT OF SOCIAL MEDIA MARKETING ON CONSUMERS BRAND AWARENESS AT ADO DETERGENT MEKELLE
(Mekelle University, 2025-10-23) HEWAN YEMANE
The rapid expansion of internet access and social media usage in Ethiopia has reshaped how consumers interact with brands, creating new opportunities for firms operating in fast-moving consumer goods (FMCG) categories. For emerging local brands such as Ado Detergent in Mekelle, social media offers a cost-effective platform for building brand awareness; however, empirical evidence on its actual effectiveness remains limited. This study examines the effect of social media marketing on consumer brand awareness by focusing on three key components: brand exposure, electronic word-of-mouth (e-WOM), and customer engagement. An explanatory, quantitative research design was employed, and data were collected from 336 active social media users in Mekelle through a structured online questionnaire. Descriptive statistics showed that the majority of respondents actively use Facebook and Telegram, indicating strong potential reach for the brand. Correlation analysis revealed positive and significant relationships between all three social media marketing components and brand awareness. Regression results further indicated that brand exposure, e-WOM, and customer engagement together explain 61.1% of the variation in brand awareness, with brand exposure being the strongest predictor. Based on these findings, the study recommends that Ado Detergent increase consistent and targeted social media presence within its practical capacity, encourage basic forms of e-WOM such as customer testimonials and feedback, and strengthen simple engagement practices like timely responses and relatable content creation. These focused, low-cost actions can meaningfully enhance the brand’s recall and recognition among social media users in Mekelle.
DETERMINANTS OF WOMEN ENTREPRENUERS PERFORMANCE IN SMALL SCALE ENTERPRISES
(Mekelle University, 2025-10-23) BERHE BRHANU
This study is conducted to assess the determinants of women entrepreneurs’ performance: the case of Mekelle City, Ethiopia. The study employed an explanatory research design with quantitative and qualitative research approaches. The required data were collected from 335 selected women entrepreneurs by adopting a multistage sampling technique. The data collected through questionnaire were analyzed using STATA software version 14. Inferential statistics such as correlation and multiple linear regression were applied. The findings of the study showed that educated women had better entrepreneurship performance since they can easily use technologies and can get management experience easily. In the same way, women entrepreneurs experience to increase their profitability. Likewise, having sufficient startup capital for business, access to credit to expand an existing business, having sufficient working capital, and having had collateral to get credit are significant factors that affect women entrepreneurs’ performance. Equally, having high production capacity due to available capital, delivering a product that meets customers need with a fair price, having convenient display room and selling premises, and having good market linkages are significant factors that affect women entrepreneurs’ performance. Furthermore, having the desire for achievement, independence, wealth and having self-discovery and job satisfaction are significant determinants of women entrepreneurs’ performance. Therefore, the researcher recommends Mekelle city administration in collaboration with other NGOs who were working with women should give continuous training to enable them to be more productive. Likewise, the financial institutions in the city should arrange long-term financial credit for women entrepreneurs.
THE EFFECT OF SOCIAL MEDIA ADVERTISEMENT ON CUSTOMERS' ATTITUDE: - A SURVEY OF COSMOTICS INDUSTRY IN MEKELLE CITY
(Mekelle University, 2025-11-20) GENET TSEGAY
The impact of social media advertising on customer attitudes in the cosmetics industry remains underexplored, particularly within the Ethiopian market. This study investigates how social media influences consumer attitudes in a survey in cosmetics industry and used both explanatory and descriptive research designs, data were collected through questionnaires distributed across three sub-cities. A five-point Likert scale was used, with 384 questionnaires distributed and 357 valid responses analyzed. Descriptive statistics were employed to present the demographic characteristics of the respondents, while multiple linear regression analysis examined the relationship between four independent variables—product reviews, influencer endorsements, interactive advertising capabilities, and customer expectations—and the dependent variable, customer attitude. Data analysis was conducted using STATA 14.0. The results revealed that social media advertising has a positive and significant impact on customer attitudes. Specifically, product reviews, influencer endorsements, interactive advertising capabilities, and customer expectations were found to significantly shape attitudes toward cosmetic products. These findings highlight the importance for advertisers to strategically leverage social media features to enhance customer engagement and purchase intentions. The study offers valuable insights for marketers seeking to harness the persuasive potential of social media in emerging markets such as Ethiopia.