AWEL EBRAHIM Thesis FINAL PAPER 1 Copy MS

INTERNATIONAL LEADERSHIP INSTITUTE
SCHOOL OF POSTGRADUATE STUDIES

DEPARTMENT OF BUSINESS ADMINISTRATION
THE EFFECT OF DIGITAL MARKETING STRATEGIES ON FIRM’S MARKETING

AND SALES PERFORMANCE: THE CASE OF SELECTED REAL-ESTATE
DEVELOPING FIRMS IN ADDIS ABABA
BY:
AWEL EBRAHIM
ADVISOR: YONAS SENDABA (PHD)
A THESIS PAPER SUBMITTED TO INTERNATIONAL LEADERSHIP INSTITUTE

DEPARTMENT OF BUSINESS ADMINISTRATION, POSTGRADUATE STUDIES, IN
PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF A
MASTERS OF ART DEGREE IN BUSINESS ADMINISTRATION.
SEPTEMBER 2024
ADDIS ABABA, ETHIOPIA
i
SCHOOL OF POSTGRADUATE STUDIES
THE EFFECT OF DIGITAL MARKETING STRATEGIES ON FIRM’S MARKETING

AND SALES PERFORMANCE: THE CASE OF SELECTED REAL-ESTATE
DEVELOPING FIRMS IN ADDIS ABABA
BY:
AWEL EBRAHIM
ADVISOR: YONAS SENDABA (PHD)
A THESIS PAPER SUBMITTED TO INTERNATIONAL LEADERSHIP INSTITUTE

DEPARTMENT OF BUSINESS ADMINISTRATION, POSTGRADUATE STUDIES, IN
PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF A
MASTERS OF ART DEGREE IN BUSINESS ADMINISTRATION.
OCTOBER 2024
ADDIS ABABA, ETHIOPIA
ii
CERTIFICATE OF APPROVAL
This is to certify that the thesis paper entitled: “The Effect of Digital Marketing Strategies
on Firm’s Marketing and Sales Performance: The Case of Selected Real-Estate
Developing Firms in Ethiopia” submitted in partial fulfillment of the requirements for the
degree of Masters of Arts in Business Administration of the Postgraduate Studies,
International Leadership Institute and is a record of original research carried out by AWEL
EBRAHIM, under my supervision, and no part of the proposal has been submitted for any
other degree or diploma. The assistance and help received during the course of this
investigation have been duly acknowledged. Therefore, I recommend it to be accepted as
fulfilling the thesis requirements.
YONAS SENDABA (PHD) 27/09/2024
Name of Advisor Signature Date
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DECLARATION
I, AWEL EBRAHIM, declare that this thesis is my original work, prepared under the guidance of
YONAS SENDABA (PHD). This thesis has been completed due to my effort. In addition, I
presented my original research work. Wherever contributions of others are involved, it has been
fully and clearly acknowledged. This thesis has been submitted to partial Fulfillment of the
requirement for Master of Art degree in Business Administration.
_____________________________________ ____________________
Name Signature
INTERNATIONAL LEADERSHIP INSTITUTE SEPTEMBER, 2024
iv
APPROVAL SHEET
This is to certify that AWEL EBRAHIM has carried out a thesis on the topic entitled “THE
EFFECT OF DIGITAL MARKETING STRATEGIES ON FIRM’S MARKETING AND
SALES PERFORMANCE: THE CASE OF SELECTED REAL-ESTATE DEVELOPING
FIRMS IN ETHIOPIA” In our opinion; this thesis is suitable for submission in partial fulfillment
of the requirement for the award of Degree of Masters of Art in Business Administration (MBA).
Examiners:
Advisor name: YONAS SENDABA (PHD) signature------------------------date---------------
External examiner name--------------------------signature---------------------------date---------------
Internal examiner name----------------------------signature-----------------------date------------------
Department head name --------------------------------signature-------------------date------------------
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ACKNOWLEDGMENTS
First and for most I want to thank the Almighty God for his abundant blessings and giving me
the strength to finish this program.
I would also like to thank my advisor YONAS SENDABA (PHD) for his unreserved
constructive comments, guidance and continuous follow-up at various stages of this paper.
My gratitude also goes to my families, for their unreserved support and encouragement while
doing this paper.
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TABLE OF CONTENTS
CERTIFICATE OF APPROVAL......................................................................................iii
DECLARATION................................................................................................................iv
APPROVAL SHEET...........................................................................................................v
ACKNOWLEDGMENTS..................................................................................................vi
ABBREVIATIONS.............................................................................................................x
ABSTRACT........................................................................................................................x
CHAPTER ONE..................................................................................................................1
1. INTRODUCTION...........................................................................................................1
1.1. Background of the Study........................................................................................1
1.2. Statement of the Problem....................................................................................3
1.3. Research Questions.............................................................................................4
1.4. Objective of the Study........................................................................................4
1.5. Hypothesis of the study.......................................................................................4
1.6. Significance of the Study....................................................................................5
1.7. Scope of the Study..............................................................................................5
1.8. Organization of the Study...................................................................................5
1.9. Definitions of Terms...........................................................................................6
CHAPTER TWO.................................................................................................................7
2. LITRATURE REVIEW............................................................................................7
2.1. Theoretical literature review...............................................................................7
2.1.1. Over View of Digital Marketing Strategies.....................................................7
2.1.2. Digital Marketing............................................................................................9
2.1.3. Digital Marketing Platforms and Strategies..................................................10
2.1.3.1. Social Media Marketing.............................................................................12
2.1.3.2. Mobile Marketing......................................................................................12
2.1.3.3. Email Marketing........................................................................................13
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2.1.3.4. Website Marketing.....................................................................................13
2.1.3.5. Influencer marketing..................................................................................13
2.3. Empirical Literature..........................................................................................15
2.3.1. Summary of Literature and Research Gaps...................................................18
2.4. Conceptual Framework.....................................................................................21
CHAPTER THREE...........................................................................................................22
3. RESEARCH METHODOLOGY................................................................................22
3.1. Introduction.......................................................................................................22
3.2. Study area description.......................................................................................22
3.3. Research Design...............................................................................................22
3.4. Research Approach...........................................................................................22
3.5. Population and Sample size..............................................................................23
3.6. Sources of Data.................................................................................................24
3.7. Data Collection Tools and Procedures..............................................................24
3.8. Data Analysis Method......................................................................................24
3.9. Variable definition and measurement...............................................................25
3.10. Validity and reliability...................................................................................26
3.11. Ethical consideration of the respondents.......................................................27
CHAPTER FOUR.............................................................................................................28
4. DATA ANALYSIS AND DISCUSSION..................................................................28
4.1. Introduction..........................................................................................................28
4.2. Demographic results of the Respondents.............................................................28
4.3. Data Analysis of the study...................................................................................29
4.3.1. Descriptive Statistics.........................................................................................29
4.4. Explanatory Analysis and Result Discussion.......................................................32
4.4.1. Correlation Analysis......................................................................................32
4.4.2. Correlation analysis.......................................................................................33
4.4.3. Multiple-Regression Analysis.......................................................................34
4.4.3.1. Normality Test...........................................................................................34
4.4.3.2. Multi-co linearity test.................................................................................35
4.4.3.3. Linearity and homosadicity test using scatter plot.....................................35
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4.4.4. Regression results..........................................................................................36
CHAPTER FIVE...............................................................................................................40
5. SUMMARY OF FINDINGS, CONCLUSSION AND RECOMMENDATION.......40
5.1. Summary of Findings...........................................................................................40
5.2. Conclusion............................................................................................................41
5.3. Recommendation..................................................................................................42
REFFERENCE..................................................................................................................43
QUESTIONNAIRE...........................................................................................................50
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ABBREVIATIONS
ANOVA Analysis of Variance
CRMS Customer Relationship Marketing Strategies
CRS Customer Retention Strategies
DMS Digital Marketing Strategies
DV Dependent variable
GLM General Linear Model
IV Independent variables
MBO Management by Objectives
MCS Marketing Communication Strategies
MPs Marketing Performance
SPSS Statistical Package for Social Sciences
VIF Variance Inflation Factor
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ABSTRACT
The main objective of the study was to examine the effect of digital marketing strategies on a
firm’s performance in the case of selected real-estate developing firms in Addis Ababa. The
research adopted an exploratory research design with a mixed research approach. Purposive
sampling techniques were employed for this research with 223-sample size (Project Managers,
office engineers, site engineers, safety engineers, quality engineers, electrical engineers,
sanitary engineers & other employees of Noah, Ayat, and Sunshine Real Estate PLC working in
Addis Ababa). Both primary and secondary data that were collected through questionnaires and
document review were used. Descriptive statistics, correlation analysis, and infernal statistics,
multiple regression analysis techniques were used to analyze the data. The result from
descriptive analysis shows that the company has good experience of conducting mobile
commerce and social-media marketing strategies. The study revealed those Digital Marketing
strategies such as Affiliate Marketing and Content Marketing are in the medium level. A
regression analysis of the study revealed that mobile commerce marketing and social media
marketing strategies have a positive and significant effect on the performance of selected real-
estate developing firms in Addis Ababa. The study also recommended that the company should
pay more attention to Affiliate Marketing and Content Marketing strategies.
Key Terms: Digital marketing strategies, M-Commerce, Marketing, E-mail Marketing, Social
Media Marketing, and Organizational Performance on Marketing and Sales.
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CHAPTER ONE
1. INTRODUCTION
1.1. Background of the Study
In today’s global world, digital marketing can reach new customers and provide customized
communication, thus increasing awareness, sales, customer base, brand reputation, etc. Digital
marketing is the act of promoting and selling products and services by leveraging online
marketing tactics such as social media marketing, search marketing, and email marketing
(Kingsnorth, 2019). Digital marketing is crucial to business success in the current era of
engagement marketing. Marketing for companies, products, and services via online and mobile
applications is steadily becoming the industry standard. As a marketer, you must participate as a
result. Digital marketing often called online marketing is the process of promoting goods,
services, and brand awareness using online media platforms (Asif, 2016). As a result of
technological innovation the expansion of the internet, and the creation of the web
interconnection between people has dramatically increased (Hajili, 2014).
Customers today have numerous options to interact with the digital platform. Business
organizations also have other options, such as expanding communication through various digital
media to develop deeper connections with the clientele in the global village.
The trend of collections in terms of revenue is the sales performance. Providing consumers with
goods or services might constitute a form of sales (McCarthy1994)
Revenue, net profit, business growth, continuous profit generation, customer retention rate, and
the number of net unused accounts are just a few of the ways that sales performance can be
evaluated (Abdullahi, I. I., & Sulaiman, C., 2015).
In today’s dynamic business environment, a firm, that enters the market needs to have an
innovative drive to reach its customers through digital marketing otherwise it is unlikely that it
will succeed.
According to Pauwels, Aksehirli, and Lackman (2016), to have a better perspective on the
effectiveness of digital marketing strategies, analysis and determination of their final result are
pre-requisites. For the success of an organization “appropriate, accurate and timely DM metrics
are critical for a company to assess whether they are achieving their objectives, or whether the
selected strategy is appropriate to achieve organizational goals” (Yang, Z.; Shi, Y.; Wang, B.,
1
2015). Digital marketing is an integral approach to implementing organizations’ objectives by
using different methodological processes on internet-based platforms, websites, and social media
sites. The main significance of Digital Marketing for companies depends on “changes in the
ways that today’s consumers gather and assess information and make purchasing decisions, in
addition to the channels they use for this process” (Leeflang, P.; et al 2014).
As mentioned by Gibson (2010), the tangible result of an organization is lastly measured by its
performance, which can be determined by setting a focused end goal and achieving it within an
acceptable time range, quantity, and quality.
The capability of a business to achieve its intended results within a given timeframe by carrying
out an appropriate strategy is referred to as organizational performance. This may include
achieving a significant profit margin, product excellence, an expanded market share, and
extraordinary financial results. Organizational performance has many dimensions which may be
difficult to quantify. In the banking industry, “both financial and non-financial indicators have
been used to measure performance” (Rowley, 2011). The financial indicators were sales growth
and percentage profit margin. In the service industry, “employee productivity has been used as a
measure of performance” (Mishra, 2008). According to Kates and Matthew (2013), The
performance of a company can be evaluated by analyzing its product excellence, timely delivery,
and management of stock levels, in comparison to other players in the same sector, within a
given timeframe.
As mentioned by Kotler (2000), Assessment of revenue, market portion, sales-to-marketing cost
ratio, and complete financial achievement are utilized to measure marketing effectiveness.
Several studies conducted on Digital Marketing on organizational performance can lead to
success. However, there are still challenges to adopting digital marketing as a marketing strategy
all agree that the major challenge is the lack of well-developed key performance indicators to
measure the effects of the activities Leeflang et al. (2014).
Therefore, this study examined the effect of digital marketing strategies on a firm’s performance:
the case of selected real-estate developing firms the case of Noah, Ayat, and Sunshine Real
Estate PLC in Addis Ababa.
2
When developing strategies, analysis
of the non-profit organization [29] and
its environment as it is currently
and how it may develop in the future,
is very important. The analysis has to
be carried out at an internal level as
well as an external level to identify all
possibilities and threats of the external
environment as well as the
strengths and weaknesses of the
organizations.
There are several factors to assess in
the external situation analysis:
1. Customers
2. Contest
3. Technology
4. Provider markets
5. Business markets
6. Economy
3
7. The regulatory environment
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The first two are not of critical
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normally focuses on the customer.
Management should be visionary in
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have to do so by thinking about
market environment changes, how
these
280 Nasiopoulos K. Dimitrios et al. /
Procedia - Social and Behavioral Sciences 73 (
2013 ) 276 – 284
4
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2013 ) 276 – 284
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1.2. Statement of the Problem
The idea of Digital Marketing is novel and its influence on the efficiency of a company should
be assessed. As explained by Halligan & Shah (2010), certain facets of Digital Marketing have
been viewed unfavorably, but to succeed, businesses must establish a presence and engage with
digital marketing channels. Marketers are expected “to contribute to organizational performance
through brand building and growing sales revenue” and to be involved in activities that include
“customer acquisition, customer retention, customer satisfaction, and overall market share
growth (Kotler & Keller 2013). Due to the advent of ICT, companies are compelled to embrace
the utilization of digital technology in their activities. It is crucial to determine how to
standardize the user experience throughout all information and communication technology
channels and investigate how consumers interact with them. Geyskens et al. (2002) conclude that
15
organizations that are allocating resources toward online platforms exhibit favorable economic
results.
Various studies have been conducted in Ethiopia related to digital marketing and most of these
studies focus on identification factors that affect Digital Marketing and challenges of adopting
Digital Marketing. For example, studies conducted by Dereje (2020), and Eden (2021) tried to
study factors that affect digital marketing practices of insurance companies in Ethiopia.
Additionally, studies conducted by Assegid (2019) tried to review the Digital Marketing practice
of the Tourism Sector.
In current times, institutions are enhancing their cost effectiveness, which makes it imperative
for every unit to be fiscally responsible. Hence, measurement becomes crucial as it is unfeasible
to ensure accountability without it. The increasing demand for achieving results and outputs
within organizations has been causing a trend “to the measurement of the return on marketing,
treating marketing expenditures as an investment and not as cost” (Schultz & Gronstedt, 1997 as
cited in Seggie, Cavusgil & Phelan, 2007), As they can be likened to other resources or divisions,
augmenting the marketing function plays a pivotal part in the company's strategy. Marketing
Science Institute (MSI) in a Journal of Marketing article (2004), emphasizes that marketing only
would have “a seat at the table” if linked to financial performance. Thus, this study found it
appropriate to measure the effect of digital marketing strategies on a firm’s performance in the
case of NOAH real estate in Addis Ababa. As per the knowledge of the researcher, previous
studies in Ethiopia didn’t come up with a framework to measure the direct impact of digital
marketing activities on the performance of companies.
Therefore, the purpose of this study was to evaluate the effect of digital marketing strategies on a
firm’s performance in the case of selected real-estate developing firms in the case of Noah, Ayat,
and Sunshine Real Estate PLC in Addis Ababa.
1.3. Research Questions
1. What is the effect of web e-commerce on Business performance in selected real-estate
companies in Addis Ababa?
2. What is the effect of web marketing on Business performance in selected real-estate companies
in Addis Ababa?
3. What is the effect of Social Media Marketing on Business performance in selected real-estate
companies in Addis Ababa?
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4. What is the effect of E-mail marketing on the performance of selected real-estate companies in
Addis Ababa?
1.4. Objective of the Study
1.4.1. General Objective
The general objective of the study is to examine the effect of digital marketing strategies on a
firm’s performance the case of three selected real-estate developing firms in Addis Ababa.
1.4.2. Specific Objectives

 To examine the effect of e-commerce on Business performance in selected real-estate
companies in Addis Ababa
 To examine the effect of Web-Marketing on Business performance in selected real-
estate companies in Addis Ababa
 To examine the effect of Social Media Marketing on Business performance in selected
real-estate companies in Addis Ababa
 To examine the effect of E-mail marketing on the performance of selected real-estate
companies in Addis Ababa
1.5. Hypothesis of the study
The research hypothesis the following hypothesis, which needs to be investigated:
H1: There is a positive significant effect between Social Media Marketing and the Business
performance of real-estate developing firms.
H2: There is a positive significant relationship between web marketing and the Business
performance of real-estate developing firms.
H3: There is a positive significant effect between Mobile-Marketing and Business performance
of real-estate developing firms.
H4: There is a positive significant relationship between E-mail Marketing and the performance
of real-estate developing firms.
1.6. Significance of the Study
This research has significance in providing information for administration could be interested in
identifying indicators of drives of Digital Marketing practices to take the necessary actions to
improve the performance of the real-estate developing company and choose the right decisions.
It provides a base for other researchers to conduct similar research.
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1.7. Scope of the Study
Conceptually, this study examined the effect of Digital Marketing on the performance of the
organization the study used four Digital Marketing practices such as social media marketing,
website, email, and mobile/telephony marketing practices.
Geographically, this study was only focused on real-estate developing firms the case of Noah,
Ayat, and Sunshine Real Estate PLC head office of the company Addis Ababa aiming to get
accurate information from employees and managers from different divisions of the company.
1.8. Organization of the Study
The study will consist of five chapters. Chapter one provides an introduction (background of the
study), statement of the problem, research questions, the objective of the study, the significance
of the study, the scope of the study, limitation of the study, organization of the Study, and the
definition of terms. Chapter two contains a review of the Literature: explains relevant theoretical
and related concepts, empirical literature reviews, the study of the gap, and conceptual
framework. Chapter three deals with the research methodology used; research design, research
approach, description of the study area, sampling techniques, sample size determination, source
of data, data collection tools, data analysis method, reliability, validity, and ethical consideration.
Chapter four presents the analysis part; results found from the primary data will be discussed and
interpreted. Finally, Chapter Five summarizes and concludes the main findings of the study and
recommendations by the researcher.
1.9. Definitions of Terms
Digital marketing: is the mechanism of “advertising of products or services of companies

using digital technologies available on the internet including mobile phones, display
advertising, and any other digital medium like Google and Facebook ads, etc.” (Panda, et al.,
2022).
Social Media marketing: is an approach to Internet marketing that makes use of social
networking platforms as a promotional tool. (Bansal et al, 2014)
Mobile-Commerce: a procedure of “selling and buying using mobile devices, is and will
continue to grow for the foreseeable future” (Safieddine, Fadi. 2016).
Web-Marketing: is a novel approach to communication, collaboration, and exchange of

information (Enders et al., 2008).
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E-mail Marketing: is a subset of electronic marketing and is used to drive more traffic to
websites and assist sales. “It can be defined as a targeted sending of commercial and non-
commercial messages to a detailed list of receivers respectively e-mail addresses” (D. Kris &
M. Harper, 2010).
CHAPTER TWO
2. LITERATURE REVIEW
2.1. Theoretical literature review
This chapter contains the theory of Digital Marketing activities and the effect of Digital
Marketing on organizational performance, empirical studies, research gaps, and conceptual
framework.
2.1.1. Over View of Digital Marketing Strategies
Digital marketing refers to “using all digital media, including the Internet and mobile and
interactive channels, to develop communication and exchanges with customers” (Pride & Ferrell,
2013). Digital marketing is the act of promoting and selling products and services by leveraging
online marketing tactics such as social media marketing, search marketing, and email marketing
(Kingsnorth, 2019). It involves the use of online channels and methods that enable businesses
and organizations to monitor the success of their marketing campaigns, often in real-time, to
better understand what does and does not work.
We can employ different digital channels to promote services and products like short message
services (SMS), search engines, email, websites, social media, and mobile devices. Digital
marketing is cost-effective in its nature and helps reach the global community. The purpose of
using digital marketing depends on the company’s objectives. Their purpose may be to generate
more leads, build their brands, increase sales, or improve brand engagement (Kingsnorth, 2019).
A digital marketing strategy serves as a roadmap for achieving specific business objectives
through online channels. It facilitates consistent, well-timed execution of marketing initiatives
across the most appropriate digital platforms. This targeted approach aims to not only generate
revenue growth but also foster stronger audience relationships, brand awareness, customer
attraction, and customer retention (Charlesworth, 2018). Ultimately, a well-crafted digital
marketing strategy empowers businesses to drive growth by expanding their customer base and
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fostering deeper engagement within the competitive online landscape. According to
Charlesworth (2018), a strong digital marketing strategy is crucial to organizational success and
that is why companies striving in the digital world typically allocate significant resources to the
development of digital marketing strategies. Such strategies facilitate customer outreach across
diverse digital and social platforms, ultimately driving positive revenue growth, improving
conversion rates, and fostering deeper customer engagement.
An effective digital marketing strategy leverages a combination of owned, paid, and earned
media to achieve maximum impact. This comprehensive approach encompasses various channels
and tactics, ranging from website content and blog creation to online advertising, customer
testimonials, and online reviews (Kingsnorth, 2019). Within the digital marketing landscape,
several key strategies exist, including, content marketing, email marketing, search engine
optimization (SEO), search engine marketing (SEM) or pay-per-click (PPC) advertising, social
media marketing, affiliate marketing, and mobile marketing.
As the conceptual framework for this study focuses on the three elements of digital marketing
strategies, namely, social media marketing, affiliate marketing, and content marketing, the
researcher has an over view on each of these concepts. Social media marketing (SMM) for
instance, has become an essential part of any successful marketing strategy (Piñeiro-Otero &
Martínez-Rolán, 2016). It involves using social media platforms like Facebook, Instagram,
Twitter, LinkedIn, and others to achieve various marketing and branding goals. According to
Kingsnorth (2016), social media marketing uses sing social media platforms to promote
companies brand and products/services, build relationships with their target audience, increase
brand awareness and visibility, and drive website traffic and generate leads. Social media
marketing is also crucial to reach a large and engaged audience, to ensure cost-effective
marketing, to build brand loyalty and trust, measurable results, and increased brand awareness
and visibility.
Affiliate marketing is a performance-based marketing strategy that promotes products or services
and earn a commission for each successful sale or conversion (click, lead, etc.) they generate
(Charlesworth, 2018). It is the process of earning a commission by promoting another person’s
(or company’s) product. In affiliate marketing, the affiliate uses unique tracking links to promote
the company’s’ offerings and these links allow the company to track sales or conversions
generated by the affiliate's marketing efforts. According to Charlesworth (2018), affiliate
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marketers typically use a variety of marketing channels and content to reach their audience.
Some affiliates might leverage their existing network and relationships to promote products.
They might mention products they love to their friends and followers, essentially acting as a
referrer while still using affiliate links to track conversions. According to Charlesworth (2018),
citing Seda (2004), it is believed that at least 10 percent of online sales involve affiliate
marketing and therefore, it has to be taken as a good strategy in digital marketing activities.
Affiliate marketing offers businesses a compelling advantage: expanded market reach coupled
with a distributed sales force. By partnering with established affiliates, companies can efficiently
penetrate new markets and leverage the affiliates' expertise to convert leads into sales. When
executed effectively, affiliate marketing becomes a cost-effective and highly measurable
customer acquisition strategy, driving significant sales growth (Charlesworth (2018), citing Seda
(2004).
Content marketing is a strategic marketing approach focused on creating and distributing
valuable, relevant, and consistent content to attract and retain a clearly defined audience and,
ultimately, to drive profitable customer action (Simon Kingsnorth, 2019). It is therefore, all
about creating and distributing relevant, credible, shareable, interesting, on brand, and etc.
contents to attract customers. In line with this, Damian Ryan (2014) notes that content marketing
provides customers and prospects with helpful information that addresses their needs and
challenges. This in turn, builds trust and establishes company’s brand as an authority in the
competition.
2.1.2. Digital Marketing
The definition of digital marketing by many academics varies, according to Phillip Kotler,
(2009) Digital marketing is a collection of activities that a company or individual conducts on
the Internet in order to attract new customers and build a brand identity.
Digital marketing can be used for a variety of additional goals using various online marketing
tactics, but its main goals are to improve brand visibility, awareness, and sales.
The term "digital marketing" was first used as a concept or definition in the 1990s. In the early
days of the Internet, the phrase "digital marketing" was first used.
In the 2000s and 2010s, as technology advanced and new social and mobile platforms appeared,
the idea of digital marketing started to grow uncontrollably. The objective of developing
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experiences that include users has been added, as opposed to being used only for consumer
advertising,
According to Kotler and Armstrong (2009) Digital marketing is a form of direct marketing that
uses interactive media including emails, websites, online forums and newsgroups, interactive
television, mobile communications, and more to electronically link buyers and sellers.
The Chartered Institute of Marketing's Marketing Institute (2015) the management process
responsible for locating, anticipating, and profitably meeting client needs is known as digital
marketing.
Chaffey (2012) Digital marketing is the practice of combining traditional marketing techniques
with the use of the internet and related digital technology.
Baines and colleagues (2011) Due to its high level of connectivity, marketing via the internet
allows for many-to-many communications and is frequently used to advertise goods and services
in a timely, relevant, individual, and cost-effective way. Nathan (2016) marketing that involves
consumers in the process by using electronic devices like computers and smartphones.
2.1.3. Digital Marketing Platforms and Strategies
A digital Platform comprises of various elements that are utilized by multiple parties and can be
assisted by external entities to ensure smooth operation. Those platforms are “the foundational
building blocks upon which network of firms develop complementary product technologies and
services” (Gawer, 2009). Parker and Alstyne (2011), add that digital platforms are distinguished
by the impact of interconnectivity and encompass personal computers, handheld digital
assistants, network routers, multimedia technology, and portable gadgets such as cell phones and
enterprise resource planning solutions that bridge the gap between consumers and service
providers. Digital marketing is outlined by diverse tactics that all function digitally. Online
advertising is the most important segment of digital marketing “through which companies
convey messages about their products or services” (Ryan & Jones, 2009).
Social networking sites such as Twitter, LinkedIn, Myspace and Facebook have proved to be
popular online activities in relation to time spent (Nielsen, 2010). According to Pradiptarini
(2011), Facebook is the most prevalent social networking platform, succeeded by Twitter,
LinkedIn, MySpace, and YouTube in terms of public acceptance. Social media which is user-
generated communication represents a widespread source of information (Michaelidou, 2011)
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and create empowered clients who are more influenced by other clients than by advertising
(Leeflang et al., 2014).
The tactics and instruments utilized by companies for communication have been transformed by
social media, highlighting that clients hold the reins of information rather than the provider
(Mangold & Faulds, 2009). Social media also result in a remarkable surge in customer
perspectives, comprising of their interactions with one another and the goods and amenities they
utilize. The widespread acceptance of digital advertising strategies has considerably aided in the
personalization of marketing, as companies are increasingly interacting with and getting
feedback from specific users and customers. Due to its extensive usage, social media has
consequently become essential as a tool for internet marketing.
The quality of the content, participation, and interaction with other media platforms are all major
determinants of how effective social media marketing is (Pradiptarini, 2011) and there are
conflicting results about the relationship between a company's social media activity and its
results. Social media networks allow businesses to exchange information with their customers,
advertise events involving their goods and services, run promotions, and look into new business
opportunities.
Mobile application for marketing implies the use of the portable media as a means of marketing
communications (Bauer, Barnes, Reichardt & Neumann 2005). With short messaging being the
most popular and extremely effective for building brand recognition, mobile applications provide
many networks to contact clients through a variety of techniques. These networks range from
short messaging services, images, videos, and multimedia messaging service to the mobile
Internet. Applications for mobile devices are made for “quick messaging and are used for
reminders, updates and confirmations. The remarkable success of SMS is credited to its strategic
features, such as ease of use, low cost, message forwarding ability, and unobtrusive nature”
(Doyle 2011).
Websites generates new ways of communication, cooperation and content sharing (Enders,
Denker, Hungenberg & Mauch 2008). Most businesses have websites that outline their primary
business operations as well as their available goods and services. Due to the abundance of
websites available on the internet, promoting one's products or services can prove to be a
challenging task. Therefore, businesses often utilize an SEO approach to enhance their online
presence and attract a higher volume of relevant visitors to their website. This strategy aims to
23
improve both the quantity and quality of traffic received by the company (Khraim 2015). The
greater the frequency with which businesses having superior website rankings show up at the
pinnacle of the search outcomes page, the higher the possibility of potential customers visiting
those websites. Search engine optimization (SEO) concentrates on exploring images, nearby
search, video exploration, current affairs exploration, and vertical exploration as per the industry.
SEO offers multiple tactics such as enhancing links from other webpages to the company's
website, modifying the website's content, and reorganizing the contents of the website. The
efficacy of a main website in luring visitors can be enhanced by additional measures such as
engaging in social media activities, regularly updating the website content, and establishing
subordinate websites that are interconnected with it (Khraim 2015)
Electronic mail (E-mail) is a fascinating and pioneering approach that aids in promoting
interactive marketing. Kinnard (2000) define e-mail marketing as the act of conveying marketing
communication to recipients who primarily request for it while Roberts and Berger (1999) define
Email marketing is a type of marketing that focuses on providing information to customers
through electronic mail. It is an interpersonal marketing strategy that is conducted with a strong
emphasis on maintaining customer privacy and accountability. These definitions make it quite
obvious how permission-based, targeted email marketing differs from random, unplanned mass
mailings. Email-marketing entails sending product information to both present and future
customers via email. To create trust and loyalty with current consumers in order to encourage
repeat business and attract new customers, it comprises using email to disseminate promotional
information and solicit sales. Utilizing an individual client analysis, email marketing is a direct
and interactive marketing method used to attract and keep customers (Tapp, 2000). E-mail
marketing is regarded as “cost-effective favorite method of communication for many people and
can be customized for each recipient. It allows easy interaction, it is traceable and its effects
readily measured. Performance of e mail marketing is enhanced by seeking the clients’
permission to be contacted by the marketer at any time through e-mails” (MacPherson, 2001).
2.1.3.1. Social Media Marketing
Marketing a business through social media platforms like Twitter, LinkedIn, Facebook,
Instagram, and Whatsapp is known as social media marketing. (Thompson,Williama & Thomas
2013). It has grown into something grander, bigger, and better than it was originally intended to
be. These apps are widely regarded as the primary means of communication in the modern
24
world, with more users joining each year (Stokes, 2011). Social media gives businesses the
opportunity to educate, remind, and influence their customers by using a customer-centric
strategy (Langaro et al., 2018).
According to Kietzmann et al. (2011), firms first engaged in social media because company
discussions took place on those platforms. According DAV Evans (2010) by doing a content-
based analysis on the kind of material and website that should be used, a social media plan can
be established to attract new customers and grow quickly.
2.1.3.2. Mobile Marketing
According to D Butcher (2010) Mobile phones can help firms get more exposure and awareness.
The most crucial feature of the channel is how well it can grow customer loyalty, acquire new
clients, and improve brand recognition. It gives marketers the opportunity to reassure and
comfort customers. Mobile phone marketing uses mobile telephony, including dial-up and short
message services, to connect with and serve customers. Mobile phones are becoming SMEs'
preferred ICT tool because to their low cost, ease of use, and dependable provider networks.
2.1.3.3. Email Marketing
When a digital user or website promotes an online retailer, the digital user will earn a
commission based on the sales generated.
According to DL Duffy (2005) when a business needs to expand internationally or
geographically, they typically hire a third party to handle their advertising and find them new
customers or markets. The third-party company is compensated based on the number of
customers who come through them.
2.1.3.4. Website Marketing
According to Kotler (2010) and Hughes and Fill (2009) said that the company's website serves as
the focal point of the company's online operations and serves as a means of obtaining feedback
from clients. The websites' main goal is to provide a platform for communication and encourage
more authentic discourse.
2.1.3.5. Influencer marketing
It is a form of recent internet marketing. Influencer marketing leverages individuals with a
significant online following who are regarded as authorities by a target market to increase traffic
and sales. Popular social media platforms like Instagram and Snap Chat are used for influencer
marketing. Businesses use Instagram users that have a significant following to promote their
25
brand by sharing one or more images of the merchandise. Nowadays, businesses engage in
"takeovers" of Instagram or Snap chat, where a hired influencer manages the business' social
media channels for a specified period of time, most frequently a day. These social media
takeovers help a firm gain new followers and distinctive views by directing the influencer's
audience to its social media platforms.
2.1.4 Challenges of Digital Marketing
There are numerous advantages of using digital marketing for promoting products and services
yet a digital marketer needs to face some challenges. The difficulties are as per the following:
● Consumers use different digital devices and various digital channels and those devices
have various digital channels that lead to the proliferation of digital channels and
marketers face difficulty in choosing medium and audience.
● Digital marketing is extremely cheap compare to traditional marketing and it covers every
small business which leads to intense competition.
● Consumers leave behind a gigantic amount of data in digital channels every time they visit
the channel. It's amazingly hard to understand such data, just as locate the correct data
inside detonating information volumes that can assist you to make the right choices as
cited in Caroline (2017).
2.1.5 Overview of Real Estate Industry
Broadly defined, real estate refers to land and everything made permanently apart thereof, and
the nature and the extent of one’s interest there in (Business Dictionary, 2006). Modern
definition focus on the fact that a real estate refers to the land and fixtures together, as
distinguished from real property, referring to ownership rights of the land itself. A contemporary
definition of real estate is provided by investors; real estate is a term that encompasses land along
with anything permanently affixed to the land, such as building, specifically property that is
stationary or fixed in location (Thomsett and Thomsett, 1994) quoted in Mapunda (2021).
Real estate is property comprised of land and the buildings on it as well as the natural resources
of the land including uncultivated flora and fauna, farmed crops and livestock, water and
minerals. Although media often refers to the “real estate market” from the perspective of
residential living, real estate can be grouped in to three broad categories based on its use:
26
residential, commercial and industry (Alan G, 2015). Real estate includes entities such as
residential homes, raw land and a variety of forms of income property, including warehouses,
offices and apartment buildings and condominiums. Considering the similarity, all the authors
define real estate real estate as land that is identifiable and tangible. They further included all
fixtures, improvements and buildings that are permanent to the land are to be considered as real
estate (Rassman, 2000) asserted in Ruby (2016).
Real estate may be acquired, owned and conveyed (or transferred) by any legal entity as
determined and defined by law. This entity may take the form of individual business and
nonprofit corporations. The real estate market on the other the other hand it is the market that
encompasses all transactions, which involves dealing in rights or interests in land and buildings.
A dealing here is used to refer to the transfer of right temporally or permanently from one part to
another in return for a consideration, usually money. By a definition a market is the mechanism
or arrangements through which goods and services are traded between market participants (UN
HABITAT, 2007).
Real estate generally contributes to a country’s economic development as a result of a

corresponding growth in the demand for materials, labor inputs and backward and forward
linkage affects in the economy. Despite the fact that in Ethiopia urban land and housing was
largely the property of the federal elite under the imperial era and the coming in to effect of a
proclamation on urban land and extra houses during the Dergre gime; the incumbent government
has introduced a market oriented approach to housing development since transaction in 1991
cited in Access (2010)
2.1.6 Digital Marketing and Profitability.
According to Mirjana (2013), the digital revolution is increasing the impact of marketing and
advertising investment on management. The ability to track data makes it possible to segment
markets and develop strategies that take the customer life cycle into account with a view to
improving the ROI of campaigns. Digital marketing is already one of the best predictive tools for
accurately determining not only a customer’s lifetime value, in order to develop an appropriate
business strategy, but also the return on a given investment (ROI) in advertising. The data is
there; the real challenge lies in accessing it and bridging the gap between technology and
management, which calls for advertisers with dramatically different skill sets from those found
27
today. Similarly, as per Ramiro (2020), this new context is causing a gradual shift toward
investment in digital, an area in which marketers can both choose the type of customer, thereby
increasing purchasing power, and closely track the performance, and hence the profitability, of
their campaigns.
2.1.7 Digital Marketing and Real Estate

Growth of e-commerce and digital marketing has fascinated the public interest. Online marketing
being a universal network on public platform is skillfully managing the connectivity hitches
between the potential trading associates. The internet has also created a platform for online
auctions cited in Heather (2005). Several websites to support the sale-procedure in real estate
and ultimately, various sites supporting the online transactions are also created. This allows
sellers to directly reach the customers without any agent or other intermediator. Today, websites
are used to search suitable properties and houses. Thus, representing sellers are now efficiently
using the internet for sales and are circumventing the Multiple Listing System (MLS) which is a
platform for disseminating the information with other brokers to enable more reviews of assets.
So, traders find it more expedient and less expensive to list their properties for sales through
internet instead of selling with the help of brokers where they had to pay them also. But online
websites permit them either free of cost usage or they pay for advertising only which costs very
less. It clearly indicates that online websites are evading the traditional trading methods where
agents and brokers had an important role to play. Now, properties and other goods are listed
online to reach the potential buyers. It involves the following steps which support the
transactions at different stages. Kumar (2014).
2.2. Organizational Performance
Lebans and Euske (2006) define performance involving of financial and non-monetary pointers
which offer indication on the mark of achievement of the organization’s objective. Lebas (1995),
clarify that performance ought to be maintained by philosophies of performance management
which contain the legitimacy of cause-effect association between variables. Performance
measurement has been restricted to a financial viewpoint, resulting to various boundaries like
stress on the inside factors of the company and delayed convenience of performance-related
evidence. To overcome these limitations performance has to be measured as a multidimensional
28
subject. Decent organizational performance can be achieved by refining product quality, refining
production efficiency, and better responsiveness to clients’ requirements.
There are other factors that regulate organization’s performance in addition to money. From the
several literature review, performance may be summed as valued contributions to accomplish the
objectives of a firm in an assumed time period (Anthony, 1965). Performance of an organization
can thus be evaluated in several dimensions namely a company’s productivity, its efficiency, the
profitability, and lastly its market share. Performance assessment includes identification, nursing
and communication of the outcomes by means of performance indicators (Brudan, 2010).
Marketing performance management include: marketing planning, implementing, and evaluating
marketing outcomes for performance enhancement. In the floriculture area numerous features
add to the entire monetary performance of the firm. The product quality, productivity features,
the operational costs, marketing ability of the firms and tax inferences all have a bearing on
performance.
Measurements of Organizational Performance: Companies that are motivated by profit
should also be motivated from a customer satisfaction viewpoint. If clients are pleased, they buy
more; indorse products and services to others resulting in profit growth. Though this stress on
profit owes mostly to tough shareholders, it does place much weight on hard (financial) aids that
are usually counted in monetary terms (Hancott, 2005). However, keeping in mind that the
current study attempts to examine the performance of public organizations which mention to
organizations that happen for the determination of providing community services to the society
in Saudi Arabia, monetary positions and principles are not appropriate as these organizations are
not anxious about profit as profit is not amongst their objectives and strategies.
When objective performance data are not available, subjective (perceptual) performance actions
can be an applied alternative (Allen & Helms 2002; Delaney & Huselid 1996; Dollinger &
Golden 1992; Kim 2005; McCracken, McIlwain, and Fottler 2001; Schmid 2002). However
there is constant doubt with self-reported and perceptual measures of performance, there is
evidence of a high correlation between perceptual and objective actions at the administrative
level. Dess and Robinson (1984) establish a strong positive correlation among perceptual data
and financial performance measures. Previous literatures have recognized that measures of
supposed organizational performance correlated positively to objective measures of
29
organizational performance as well (Delaney & Huselid, 1996; Dollinger & Golden 1992;
McCracken, McIlwain, & Fottler 2001; Powell, 1992; Seldon & Sowa, 2004).
Theories of Organizational Performance: Organizational theory has shaped an excess of
models discovering organizational performance; actually, some researchers have detailed that
there are as various models as there are studies of organizational performance. Formerly, there
are a diversity of explanations recognized to the perception of organizational performance due to
its subjective nature. Because of the subjective landscape of organizational performance
definition, there is no overall arrangement in the literature on the standards to be used in
measuring the organizational performance (Bolman, L. G., & Deal, 2003; DeClerk, 2008; Scott,
W. R., & Davis, 2015). However, organizational performance definite in the following six main
approaches.
2.3. Empirical Literature
Review of empirical literature is essential in a research work as it enables the researcher better
understand the problem of the study, enriches with basic theoretical foundations, bridges gaps in
relation with the problem, and synthesize several related literatures which are associated with the
problem statement. Empirical review also helps to identify gaps of previous researches which are
related with the present study and justify the why of this paper. Therefore, previous empirical
studies are reviewed to better understand and strengthen the objectives of the study.
(Maria Camila et.al, 2022) Due to a lack of understanding of how to use these technologies, the
results demonstrate that SMEs do not fully utilize the potential of new digital tools and do not
keep up with technological advancements.
(Aklisiya, 2021) The effects of digital marketing on brand recognition and locality: the example
of Awash Wine. The findings show that the creation of brand awareness is positively impacted
by digital marketing, Increase in Advertisement visibility excellence increase in Brand loyalty &
brand loyalty have positive relationship with social media utilization.
(OMONDI, 2017) Effect of digital marketing on the increase of sales for small and medium-
sized businesses in Nairobi, Kenya. According to the research findings, the greatest challenge
was a lack of expertise in digital media. The digital marketing is being used by SMEs is a
challenge. The absence of suitable digital marketing strategies that came afterwards made it
difficult for SMEs to adopt digital marketing.
30
(bodoine, 2020) Impact of digital marketing on the expansion of small and medium-sized
businesses in Cameroon: Jumia case study. The expansion of SMEs in Cameroon is being
positively and significantly impacted by digital marketing platforms. This suggests that social
networking sites in general, whether through sales or intense competition, etc., do have a genuine
impact on the development of SMEs. Consequently, the business is benefited.
(Sagar Pandurang .et.al,2019) Online/digital marketing's effects on startups and small businesses.
The conclusion demonstrates the significance of social media marketing by explaining how it fits
with how customers make purchases.
(Frehiwot, 2022) Factors influencing digital marketing strategies: the instance of Trekker's Spot
Tour and Event Organizing Company Plc. The results demonstrate that leveraging the Internet
and digital channels is essential for the majority of the research's organizations.
(Afrina Yasmin.et.al., 2015) An empirical investigation of the effectiveness of internet marketing
amid the difficult times. According to the study's findings, search engine optimization (SEO),
email marketing, social media, and online advertising are all extremely positively connected with
rising sales.
According to Kithinji (2014), the utilization of digital marketing allows businesses to expand
their customer base, increase brand recognition, and address customer grievances, ultimately
leading to better financial performance. Websites play critical role in the implementation of
digital marketing and (Mwarania, 2012), connects this to increase in market share and
profitability of tour firms in Kenya.
The insurance industry has witnessed a surge in policy sales due to the adoption of digital
marketing channels for advertising, promotional activities, and customer service. These
platforms have effectively raised brand and product recognition, resulting in the expansion of
sales networks and an increase in market share. According to reports, website marketing can help
insurance companies get data about potential customers who visit their websites (Hossinpour,
Hasanzade, & Feizi 2014).
There aren't many researches on digital marketing and organizational success in the farming
industry. Taleghani, Akhlagh and Sani (2013), found that Iranian pistachio exporting enterprises'
performance is directly impacted by digital marketing. By boosting asset turnover, export share,
revenue, and export growth as well as client acquisition and retention in export markets, the
organizations improve their financial and non-financial performance.
31
To ascertain the impact of digital marketing on a hotel's performance, a research of the
hospitality sector and hotel management was done. The study revealed that using information
technology-based systems and equipment for marketing objectives can considerably boost
performance since it was effective at capturing customers' attention because it was quick to act
and gave them the information they needed directly (Melián-González & Bulchand-Gidumal,
2016).
Additionally, it has been reported that social media and hotel websites have an impact on visitor
behavior. The research discovered that websites and social networking platforms affect
customers' perception by providing information, entertainment, social interaction, and
gratification, which ultimately impacts their intent to buy. (Aluri, Slevitch, & Larzelere, 2016).
Investigations have revealed that an increasing number of individuals are resorting to electronic
means for conducting commercial transactions and other business activities. However, a paucity
of comprehension regarding the digitalization trend has led to a dearth of evaluations on the
influence of digital media on economic performance in several nations (Apenteng & Doe, 2014).
Chung et al. (2014) in their work examining the top 100 Korean firms proved that by putting
great effort in managing social media, a firm achieves high financial performance. Innovations in
the field of marketing and sales promotion have a favorable impact on the overall performance of
a company as they enable the company to secure a more profitable edge over its competitors in
the market. The financial effectiveness achieved through marketing innovations is a long-lasting
competitive advantage, which helps in product distinction and an increase in the consumption of
the product.
Pelsmacker, Tilburg,and Holthof (2018) research on digital marketing strategies and tactics,
conducted in 132 Belgian hotels, show that review volume drives room occupancy and reviews
the impacts of RevPar valence. The amount and quality of online reviews are impacted by digital
marketing strategies and methods, which also have an indirect impact on hotel performance. This
is more outspoken in chain hotels and star hotels than in independent hotels or lower-tier hotels.
Meanwhile, another research by Royle and Laing (2014) shows that the communication industry
requires the development of direction for optimal procedures, concentration on assessment
measures, preparation for the future, and incorporation of strategic planning.
(J. Junaidi et.al, 2020) Influence of digital marketing on e-service sales growth. The findings
show that virtual advertising is increasing and has positive impact on e-service sales.
32
(Omar, 2021) The effects of digital marketing techniques on Jordanian mobile phone firms'
organizational performance. According to the report, digital marketing in all of its forms
influences the telecom company's performance and enhances its outcomes.
The present study, however, assessed the influence of digital marketing strategies on the
competitive advantage of first generation private commercial banks in Ethiopia, taking three key
digital marketing strategies, i.e. social media marketing, affiliate marketing, and content
marketing as independent variables.
2.3.1. Summary of Literature and Research Gaps
Table 1: Summarizes Literature and Research Gaps
Author Title Research Findings Gap and Focus of Study
Abaynesh The effects of Social Electronic Word of Focused only on the effects of Social
Degu, Media Marketing on Mouth (E-WOM), Users' Media Marketing on Consumers Buying
Ahmed Consumers Buying Presence Period, Social Decision Making Processes. It did not
Mohammed Decision Making Media Ads, Users' level include affiliate marketing and content
& Mekdes Processes evidence of trust and Users' marketing. Its focus was also on effects of
Birara from College of exposure time have a social media marketing on consumers
(2022), Business and statistically significant buying decision-making processes. It was
Economics Students, positive influence on a not focused on the influence of digital
Bahir Dar University, consumers buying marketing strategies on the competitive
Ethiopia decision making advantage of first generation private
processes. commercial banks.
Benjamin Influence of digital The favorable association The study was conducted on Kenya’s main
Mukambi marketing strategies between digital media outlets, not on the banking sector.
(2022) on competitive marketing and most of
advantage among Kenya's main media
large media house in outlets were successfully
Nairobi. using digital marketing to
get an edge over the
competition.
33
Henok The impact of social The finding ensured that The study was restricted only on
Mesfin media on the social media has positive Commercial Bank of Ethiopia. It also
(2019) marketing effect on real time assessed only the impact of social media
performance of communication, repeat marketing, whereas the present study
Commercial Bank of exposure and competitive focuses on three key elements of digital
Ethiopia. advantage. marketing strategies (social media
marketing, affiliate marketing, and content
marketing).
Gratia The influence of There is a positive and The reviewed study was focused on
Mbithe digital marketing significant effect of Kenyan commercial banks (both private
(2021) strategies on the digital marketing and state owned), while the present study
competitive advantage strategies on the focuses only on first generation private
of commercial banks competitive advantage of commercial banks in Ethiopia. Besides, the
in Kenya. commercial banks in former study used technology acceptance
Kenya. model as a lens of the research, while the
present study employees competitive
advantage theory. The past study’s
geographical scope is in Kenya, while this
study is in Ethiopia. The previous study
taken social media, marketing, SEO &
Email marketing as the conceptual
framework, while the present study uses
content marketing, affiliate marketing &
social media marketing as conceptual
framework. Additionally, the two
countries differ in social media penetration,
and digital literacy.
Fute & The influence of Social media provide The Previous study was focused on social
34
Lyimo digital marketing on customers with media, mobile phone and web based
(2019) performance of personalized, location- marketing. While the present study focuses
banking industry, a and time-sensitive on social media marketing, affiliate
case of Barclays information and increase marketing and content marketing. Besides,
Bank, Tanzania. brand awareness. Mobile the geographical scope is different as the
phone marketing increase previous study was conducted on Barclays
level of ease of data Bank, Tanzania, on a single bank, while
handling and level of the present study focuses on first
ease of reach-ability to generation private commercial banks in
client. Web solutions Ethiopia. The two studies also differ in
increase ability to variables and research approach.
quickly access
information through use
of search engines.
Research gap: As it can be seen from the empirical review above, almost all of the studies
reviewed above are not conducted locally. So, it is possible to identify the gap in local studies
that link Digital Marketing and Organizational Performance. Additionally, previous literatures on
the subject matter focused on the hotel sector. Thus, this study fills the gap in the previous
literatures by examining the effect of Digital Marketing on the organizational performance taking
evidence from real-estate developing firms the case of Noah, Ayat and sunshine Real Estate PLC
at the head quarter.
2.4. Conceptual Framework

A conceptual model shows how the researcher theorizes the relationships among several factors
identified as being important to the research questions. The independent variable was digital
marketing strategies which includes social media marketing, mobile phone marketing, website
marketing, and email marketing while dependent variable was performance of real-estate
developing firms the case of Noah, Ayat and sunshine Real Estate PLC are discussed below,
Figure 1.
35
Adopted from: Janerose, (2015)
CHAPTER THREE
3. RESEARCH METHODOLOGY
3.1. Introduction
The section outlines the research methodology that was adopted for this study. It details the study
design, the target population, sampling frame together with the sample size. This section was
also outlining the data collection procedures that was used to gather information and data
analysis methods to be adopted.
3.2. Research Design
In order to examine the objective of the study researcher was applied descriptive and explanatory
research designs with mixed approach. According to (Kothari, 2004) descriptive type of research
design is more appropriate to describe the nature or present situation of an event or problem in
detail. Descriptive type of research design is concerned with description of facts and the
36
characteristics of particular individuals or group, which exist at present state. A descriptive
research design is a scientific method of investigation where data was collected and analyzed in
order to describe and explain the current condition, terms or relationships concerning a problem.
3.3. Research Approach
The study was employed a variety of techniques, each of which has advantages and
disadvantages. In order to eliminate systematic bias in the data and guard against personal bias,
utilizing mixed approaches or triangulation consider a smart strategy (Wyllie, 2019). This study
applied both qualitative and quantitative research approach, where it can be use of a
questionnaire provided primarily and secondary source descriptive and qualified data.
Quantitative method is study involving analysis of data and information that are descriptive in
nature and qualified.
3.4. Population and Sample size
3.4.1. Target Population
According to Sekaron (2009), population the universe of units from which the sample is to be
selected or it is an entire group of persons or elements that have at least one thing in common.
Noah, Ayat and Sunshine Real Estate PLC comprises different interrelated departments. This
classification is made based on variety in nature of their tasks. As of now, the organization has
number of selected permanent employees of 504 and this number was the total population of the
study.
3.4.2. Sampling Techniques
The Sampling Technique applied for this study was purposive sampling techniques for the
organization's staff members (Project Managers, office engineers, site engineers, safety
engineers, quality engineers, electrical engineers, contractors, sanitary engineers & other
employees of Noah Real Estate PLC working in Addis Ababa). This benefits the study to acquire
valid information by collecting data from the employees in Noah, Ayat and Sunshine Real Estate
PLC company Addis Ababa.
3.4.3. Sample Size
Sample size refers to the number of respondents to be selected from the population to constitute a
sample (Project Managers, office engineers, site engineers, safety engineers, quality engineers,
electrical engineers, sanitary engineers & other employees of Noah, Ayat and sunshine Real
Estate PLC working in Addis Ababa). Then a total of selected sample respondents was surveyed
37
for the study. The sample sizes for the study was determined using the formula developed by
(Taro Yamane, 1967). Therefore; based on Yamane (1967) formula for sample size
determination stated that a simplified formula to calculate sample sizes with a 95% confidence
level, and e=± 5% the study was selected a sample are 223 as shown below.
n= N
1 + N (e) 2
n= 504 = 504 = 223
1 + 504 (0.05) 2 1 + 504 (0.0025)

Where:-
n =the sample size
N = the population size and e = is the error term, which is 5% (i.e. at 95% confidence interval)
Simple random sampling was used to conduct the research since the target population will limit
and known. This was checked by the researcher observation by going physically and ask the
necessary details about the staffs.
3.5. Sources of Data
The data was gathered from both primary and secondary data collection method according to the
study objectives. The primary data collection techniques for the study was structured
questionnaire develop in the way they measure the study objectives. Secondary data will be
gather from written documents like, articles, research papers, both published and unpublished
materials and related books and empirical work from different scholars.
3.6. Data Collection Tools and Procedures
The study was developed close-ended questioners to find specific answer as well as to compare
respondents answer one with another. The questioner was designed with 5 Likert scale format
from strongly agree to strongly disagree to get specific response from participants. The
questionnaire was distributed for employees (Project Managers, office engineers, site engineers,
safety engineers, quality engineers, electrical engineers, sanitary engineers & other employees of
Noah, Ayat and sunshine Real Estate PLC working in Addis Ababa).
3.9.1 Questionnaire
Questionnaires was adopted for this study, based on the dependent and independent variable.
Questionnaire has an advantage over other tools, because it helps the researcher to gather data
38
from large respondents. The respondents also have adequate time to give well thought out
answers, respondents who will not easily could also be reach conveniently, and large samples
can be made use of and thus the result can be made more dependable and reliable.
3.7. Data Analysis Method
This study was used both descriptive and quantitative statistical techniques to analyze the data
using the Stata 14 software or SPSS 23. The descriptive analysis like mean, variance, standard
deviations, frequency distribution and percentages will be used to trace characteristics of sample
observations.
Besides, descriptive statistics, the multiple regression models will be used.
The model is specified as follows:
Y = β0 + β 1 X 1+ β 2 X 2 + β 3 X 3+ β 4 X 4 + ei……………………………………………… (1)
The equation of multiple regressions on this study is generally built around two sets of variable,
dependent variables Organizational performance(Y) and independent variables the four
Motivation Factors (X1= Social-media marketing, X2= Website marketing, X3= Mobile- phone
marketing, and X4= Email marketing). The basic objective of using regression equation on this
study is to make the researcher more effective at predicting the stated variables.
Where;
ei is the error term or discrepancy term.
β0 is the intercept - constant, which would be equal to the mean if all slope coefficients are 0.
β1, β2, and β3 are the coefficients related with each independent variable, which measures the
change in the mean value of Organizational performance(Y), per unit change in their respective
independent variables.
3.8. Variable definition and measurement
Digital marketing: is the mechanism of “advertising of products or services of companies using
digital technologies available on internet including mobile phones, display advertising, and any
other digital medium like google and Facebook ads etc.
Social Media marketing: is an approach to Internet marketing that makes use of social
networking platforms as a promotional tool.
Mobile-Commerce: a procedure of “selling and buying using mobile devices, is and will
continue to grow for the foreseeable future.
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Web-Marketing: is a novel approach to communication, collaboration and exchange of
information.
E-mail Marketing: is a subset of electronic-marketing and is used to drive more traffic to
websites and assist sales. “It can be defined as a targeted sending of commercial and non-
commercial messages to a detailed list of receivers respectively e-mail addresses”
The measurement method is was measured each of the variables using likert scale in five point
scales ranging from five to one; namely 1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree,
5=strongly.
Table 3. 1 summary of variables name and description was used for Analysis
Type of
Variables name Description
variable
A. Dependent variable
Organizational performance(Y) Customer attraction , Sales performance Categorical
B. Explanatory Variables or Dependent Variable
an approach to Internet marketing that
X1= Social-media marketing, makes use of social networking platforms Categorical
as a promotional tool
Web site design approach to
X2= Website marketing communication, collaboration and Categorical
exchange of information
Mobile-Commerce a procedure of “selling
X3= Mobile- phone marketing Categorical
and buying using mobile devices
sending of commercial and non-
X4= Email marketing commercial messages to a detailed list of Categorical
receivers respectively e-mail addresses
Source: own computation, 2024
3.9. Validity and reliability
The goodness of fit of a model measures were done how well the model describes the response
variable. Tests are undertaken normality test, scatter plot. Assessing goodness of fit involves
investigating how close values predicted by the model are to the observed values. Hence, based
40
on the facts, the researcher will have made sure that the outcome of the data analysis process are
consistent, accurate and highly stable which in turn indicate a high degree of reliability and
which means the result are reputable and can fill the intended literature gap. The appropriateness
of the fitted logistic regression model was examined before it is accepted for use as in the case of
all regression models. The model adequacy checking is the main step of regression analysis after
a model fit. It measures based on diagnosing residuals and measure of influence.
Cronbach’s alpha is the most common measure of scale reliability and shows the extent to which
a set of items constituting a scale are inter-related. The values assumed by Cronbach’s alpha
range between zero and one (0-1). Higher values indicate a higher reliability of the scale and vice
versa. As a general rule for good reliability, recommend that Cronbach’s alpha values should be
0.70 or more. However, even though a value of 0.70 or higher is generally preferred, Nunnally
recommends that a lower threshold of 0.60 will be acceptable for work involving the use of
newly developed measures such as those in this study.
In this study all alpha values were greater than 0.70, as shown in Table below, which shows the
reliability for the Digital Marketing dimensions and Firms performance over all alpha value is
0.94.
Table 3.1. Reliability of the scale’s variables

Independent Variables Numbe Cronbach
r of Alpha
Items
Independent variable 20 0.938
Mobile /M-Commerce 5 0.843
Website marketing 5 0.885
Social Media Marketing 5 0.896
Email Marketing 5 0.898
Dependent variable 5 0.876
Firms performance 5 0.876
Overall 25 0.947
3.10. Ethical consideration of the respondents

Confidentiality and privacy undertaken by keeping all the information gathered confidential and
strictly using it for the purpose of research. The participants were informed that the information
is for academic research findings and no undesirable person is to access the questionnaire.
41
The findings will be disseminated based on true findings, free of any bias. In addition, the
participant has the right to know the details about the researcher and information and the
outcome of the research and its benefit and also disruption to a participant’s life where kept to a
minimum.
CHAPTER FOUR
4. DATA ANALYSIS AND DISCUSSION
4.1. Introduction
This chapter deals with the analysis and presentation of data that were collected from
respondents of the sample Employee of selected real-estate developing firms in Addis Ababa
namely Noah, Ayat and Sunshine Real Estate PLC working in Addis Ababa. The study examined
the effect of digital marketing strategies on firm’s performance the case of selected real-estate
developing firms in Addis Ababa.
The questionnaire was developed in five point scales ranging from five to one; 1=Strongly
Disagree, 2=Disagree, 3=Neutral, 4=Agree, 5=strongly Agree for the independent and dependent
variables.
About, 223 questionnaires were distributed to Employee of selected real-estate developing firms
in Addis Ababa and 198 (88.7%) questionnaire were obtained valid and used for analysis. The
collected data were presented and analyzed using SPSS version 23.
4.2. Demographic results of the Respondents
The personal profile of the respondents was analyzed as per their gender, age, educational levels,
and years of service in the organization. Descriptive statistics were performed on the
demographic variables as a means of describing the respondents.
Table 4.1.: Demographic results
Characteristics of respondents Frequency Percentage
Male 91 45.8
Gender Female 107 54.2
Total 198 100.0
20 – 27 3 1.3
Age 28 – 35 133 67.0
36 – 45 41 20.5
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Characteristics of respondents Frequency Percentage
46 – 55 22 11.1
Total 198 100.0
1–5 9 4.4
6 – 10 97 49.2
Experience 11 – 15 52 26.3
16 and Above 40 20.2
Total 198 100.0
First Degree 95 47.8
Qualification Masters 103 52.2
PHD - 0
Total 198 100.0
Source: Data Survey Analysis result 2024
The above table 4.1 indicates that gender of the respondents and from the targeted respondents
107 employees (54.2%) are female and the remaining 91(48.8%) are male employees.
The lion's share (67.0%) of the respondents is between the age of 28 and 35 years. The table
over appears that most of the participants are youthful within the head office of selected real-
estate developing firms. Another significant rate of 20.5% of the respondents are between of 36
and 45. This still appears that the park is built with essentially high number of youthful
employees as only 11.1% of them are in between 46 and 55. This shows that the company have
a huge advantage in creating Digital Marketing Platforms as majority of its employees are
young could easily be exposed to latest technologies and trends of Digital Marketing in helping
their company triumph in the business undertakings.
As can be seen from the above table, the lion's share of respondents stayed much longer in the
company. Particularly, 49.2% of the respondents are involved between 6 - 10 years, while
26.3% of the respondents have been employed for 11 - 15 years, and 20.2% of the respondents
have been working within the company from 16 and above years. This shows that the current
employees in the company are capable of reflecting on the emotional intelligence of leaders and
on the motivation of employees taking consideration from their company’s perspective.
43
Majority of the respondents are Master’s degree holders and they are counted for 52.2%. The
remaining 47.8% of employee participants of the company are first-degree holders. This result
suggests that majority of the employees in the company have a good educational background.
4.3. Data Analysis of the study

4.3.1. Descriptive Statistics
Descriptive statistics in this study is employed to capture employee’s perception towards each
variable/factor in the study and their respective effect on Digital Marketing and on firm’s
performance of selected real-estate developing firms in Addis Ababa. Each variable is subject to
5-scale Likert measurement aiming to measure the responses in range of 1-5. As it has been
discussed in the questionnaire, 1 represents strong disagreement, 2 is for disagree, neutral is
represented with 3, 4 stands for agree, and 5 for strong agreement level. Mean and standard
deviations have been used to reflect the perception of employee of the organization towards each
variable as it is displayed in the table below. In this regard, the mean value can be interpreted as;
The descriptive statistics examines valid (N), mean and standard deviation of the respondents in
the study. It helps to determine the respondents understanding of Digital Marketing and on firm’s
performance of selected real-estate developing firms in Addis Ababa.
Table 4.2 Interpretation of Mean Score
Mean Score Interpretation
4.51 – 5 Very good/excellent
3.51 – 4.50 Good
2.51 – 3.50 Average/moderate
1.51 – 2.50 Poor
1 – 1.50 Very Poor
Source: Norasmah and Sabariah, (2011)
The Study aimed to assess the level of Digital Marketing practice of selected real-estate
developing firms in Addis Ababa and in this regard, this study used the grand mean of each
Digital Marketing strategy. Accordingly, Mobile- Commerce has registered large amount of
respondent’s agreement on its application as Digital Marketing strategy. The grand mean value
of 3.66 shows that M-commerce application has been at a good level in the selected real-estate
developing firms in Addis Ababa. The result is expected considering the recent campaigns
44
regarding M-Commerce applications such as tele-birr and other different applications delivered
by selected real-estate developing firms in Addis Ababa. This shows the company’s involvement
in Digital Marketing activities.
Table 4.3 Descriptive Analysis of Digital Marketing Strategies
Descriptive Statistics
N Mean Std.
Dev.
Mobile Commerce marketing 198 3.66 .52
Web -Site Marketing 198 3.50 .47
Social Media Marketing 198 3.92 .52
E-Mail Marketing 198 3.45 .47
Source: Own Survey, 2024
Commercial operations have recently been impacted by mobile phones. This is evident in
multiple domains such as promotions, sales, introduction of fresh merchandise, and innovative
payment approaches. The most recent innovation in Ethiopia has been the usage of mobile
phones to make advert and payments, which has completely changed how commerce is done
among commercial entities. According to Anurag, Tyagi and Raddi (2009) As a more convenient
way to transmit money to their suppliers and business partners, mobile payments offer a system
that is portable, inexpensive, and usable anywhere.
Web-Site Marketing is also assessed descriptively and the grand mean value of 3.50 if found to
indicate that web marketing was not as satisfactory as M-commerce. The study finding indicate
that there are moderate activities regarding Web-Site Marketing for many different reasons such
as the tradition of using websites by organizations and individuals is not effective and websites
mostly being used for advertisements and give information to customers which might well suit
highly civilized society. Thus, the observation is that the findings from this study are in
contradictory to previous studies of Wandaka (2009) and Costa (2010) who observed that
Affiliate Marketing presented a chance for businesses to promote their goods, provide details,
and amusement to prospective clients. It was further noted that, the descriptions of websites were
advantageous in providing an overview of a company's online footprint, while online marketing
had a favorable impact on the efficacy of advertising and the reach of these businesses.
(Constantinides, 2006).
45
Social media marketing one of the Digital Marketing with huge acceptance in view of
participants earning average response mean of 3.92. The result is expected as the nature of
current business undertakings are highly dependent on using social media as a medium to create
large of share of customers through advertisement and challenges aiming to introduce the
product/services of a company. In this regard, selected real-estate developing firms in Addis
Ababa is one of most well-known banks in Ethiopia in having active engagement on different
social media platforms.
Similarly, previous literatures such as Chaffey, (2007) said that social media has a powerful role
to play when it comes to marketing an enterprise’s brand online. Additionally, it is mentioned
that social marketing means building a business through social sites, like viral videos, blogs,
twitter and Facebook, because this strategy gives the enterprise exposure (Costa, 2010).
E-Mail Marketing in selected real-estate developing firms in Addis Ababa found to be in the
moderate level as justified by the average mean value of 3.45. E-Mail Marketing mostly
conducted in B2B (business to business) and involving transmission of product/service
information via email to existing and potential customers. And, considering the nature of the
product/service that selected real-estate developing firms in Addis Ababa delivers to its
customer’s one could easily understand that the use of E-Mail Marketing is not as effective as the
rest Digital Marketing strategies of the company and the study also revealed that the Content
Marketing strategies of the banks is at the moderate level. However, studies such as MacPherson,
(2001) pointed out that since email marketing can be customized for each recipient specifically,
many people consider it to be their preferred and most economical form of communication. It
enables straightforward and easy interaction is measurable, and its outcomes are effortlessly
calculated. On the other end, Tapp (2000), said Email marketing is a type of direct and marketing
approach that is employed to attract and keep customers by looking at each one individually. The
very nature of direct and interactive marketing to acquire and retain each customer makes e-mail
marketing so difficult for companies such as Noah, Ayat and Sunshine Real Estate PLC working
in Addis Ababa real-estate developing firms, considering the large base of customers the
company acquires.
4.4. Explanatory Analysis and Result Discussion
46
4.4.1. Correlation Analysis
A correlation coefficient has a value ranging from-1 to 1. Higher correlation value indicates
stronger relationship between both sets of data. When the correlation is 1 or -1, a perfectly
linear positive or negative relationship exists respectively; when the correlation is 0, there is no
relationship between the two sets of data (Field, 2005). Values that are closer to the absolute
value of 1 indicate that there is a strong relationship between the variables being correlated
whereas values closer to 0 indicates that there is little or no linear relationship. The
interpretation of strength of correlation coefficient is shown in table below.
Table 4.4 Interpretations of correlation coefficient
Value of coefficient Relation between variables

0.00 – 0.30 Very low relationship
0.30 – 0.50 Low relationship
0.50 – 0.70 High relationship
0.70 – 1.00 Very High relationship
Source: masrimasdia B. (2009: p-64)
4.4.2. Correlation analysis

Table 4. 5 Correlation Analysis between firm’s performance of selected real-estate developing
firms in Addis Ababa and independent variables
Coefficients Pearson Correlation by each variable

firm’s Mobile/M- Affiliate Social Content
Description performance Commerce Marketing Media Marketing
Marketin
g
firm’s performance 1
Mobile Commerce 0.729** 1
marketing
Web-Site Marketing 0.625** 0.638** 1
Social Media Marketing 0.555** 0.505** 0.324** 1
E-mail Marketing 0.455** 0.55** 0.42** 0.385** 1
**. Correlation is significant at the 0.01 level (2-tailed).
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*. Correlation is significant at the 0.05 level (2-tailed). N=210
Correlation analysis was applied to find out the relationship among the study variables.
An assessment of the inter correlation model shown in table: 4.4 display several relationships. A
positive and significant correlation was found between all of the four independent variables by
focusing on Mobile /M-Commerce, Web Site Marketing, Social Media Marketing, E-Mail
Marketing aspects that affect firm’s performance of selected real-estate developing firms in
Addis Ababa at significant level of (p< .01 or sig. 0.000). Similarly, a positive and
significant correlation was found at significant level of (p< 0.01 or at sig. 0.000). Regarding the
level of relationships Mobile /M-Commerce has positive and very high relationship with firm’s
performance of selected real-estate developing firms in Addis Ababa at a correlation coefficient
of (r) =0.729 (p< 0.000), there was a high relationship between Web-site marketing with firm’s
performance of selected real-estate developing firms in Addis Ababa at a correlation coefficient
of(r) = 0.625 (p< 0.000), and so on.
4.4.3. Multiple-Regression Analysis

Regression analysis is carried out in order to investigate the extent of impact of independent
variables on dependent variable. The researcher used multiple regressions to predict an out
come from independent variables. When there are two or more independent variables in the
study, the researcher has to make use of multiple regression models Lind et al., (2008). Multiple
linear regression analysis is employed to examine the effects of Mobile /M-Commerce, Web -
Site Marketing, Social Media Marketing, E-Mail Marketing on firm’s performance of selected
real-estate developing firms in Addis Ababa. Assumptions are presented as follows: In order to
measure the relationships between variables, (dependent and independent), multiple regression
analysis is applied. Descriptively the data both tabulated and analyzed. Then the equation of
multiple regressions on this study is generally built around two sets of variable, dependent
variables the firm’s performance of selected real-estate developing firms in Addis Ababa and
the four independent variables Mobile /M-Commerce, Web-Site Marketing, Social Media
Marketing, E-Mail Marketing on firm’s performance of selected real-estate developing firms in
Addis Ababa. The basic objective of using regression equation on this study is to make the
researcher more effective at predicting the stated variables.
Therefore, the model is developed and its specifications are outlined below.
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The model result shown as follows: (The detail result is found below in regression result table)
Y = β0 + β 1 X 1+ β 2 X 2 + β 3 X 3+ β 4 X 4 + ei……………………………………………… (1)
Y =0.286❑+0.43 X 1 +0.26 X 2+ 0.39 X 3+ 0.24 X 4 +e i…………………………….…… (2)
4.4.3.1. Normality Test
Histogram method is used to check normality test of the regression result. Thus, as it is shown
from figure: 4.1 below, it can be said that the distribution is to some level normal for this study.
Figure 4.1 histogram Normality test
4.4.3.2. Multi-co linearity test

To make sure that the regression results are reliable and unbiased, the assumptions essential for
regression analysis are observe.
The results in table: 4.6 below revealed that no tolerance value found below 0.1 and all-variable
inflation factors (VIF) values are less than 10(that is, VIF of all the four independent variables
Mobile /M-Commerce, Web-site Marketing, Social Media Marketing, E-Mail Marketing is
found to be 2.025, 1.686, 1.813 and 1.342 respectively). This result recommended that multi-co
linearity was not a serious problem. In statistical conversation, tolerance is a statistics used to
indicate the variability of the specified independent variable not explained by the other
independent variables in the model. As a result, multi co-linearity is not a cause for our concern.
Therefore, there is no existence of excessive correlation between the independent variables.
Table 4.6 Co-linearity Statistics
Model Co linearity Statistics
Tolerance VIF
Mobile Commerce marketing .494 2.025
Web-Site Marketing .593 1.686
Social Media Marketing .506 1.813
49
E-Mail Marketing .745 1.342
A. Dependent Variable: firm’s performance of selected real-estate developing firms in Addis
Ababa, survey 2024
4.4.3.3. Linearity and homosadicity test using scatter plot.
Figure 4.3 A Scatter plot

Correlational results can be represented using various means of visualization. One way would
be using the scatter plot which allows a visual inspection of the relationship between two
variables. By examining the scatter plot, we can identify or describe the homogeneity or
heterogeneity of the two variables.
The scatter plots are for data on firm’s performance of selected real-estate developing firms in
Addis Ababa. Linearity is the amounts of rate of change, between scores on two variables are
constant for the entire range of scores for the variables. An underlying assumption of regression
analysis is that the relationship between the variables is linear; the points in the scatter plot must
form a pattern that can be approximated with a straight line. As we have seen from figure 4.3
above, the points in the scatter plot form a straight line and this indicated that there is a linear
relationship.
4.4.4. Regression results
To review the degree of effect of digital marketing strategies on firm’s performance the case of
selected real-estate developing firms in Addis Ababa, multiple regression analysis was carried
out. A regression was carried out to determine the predictive power of the independent variables
of the four the effects of Mobile /M-Commerce, Web-Site Marketing, Social Media Marketing,
50
E-Mail Marketing on firm’s performance of selected real-estate developing firms in Addis
Ababa.
Table 4.11 Multiple Regression analyses of the effects of Mobile /M-Commerce, Web-Site
Marketing, Social Media Marketing, E-Mail Marketing on firm’s performance of selected real-
estate developing firms in Addis Ababa.
Table 4.7: Model Summary
Model R R Square Adjusted R Std. Error of
Square the Estimate
1 .788a .622 .616 .386
Predictors: (Constant), Mobile /M-Commerce, Web-Site Marketing, Social Media Marketing, E-Mail
Marketing
As demonstrated in the model summery (table: 4.7) above, the value of adjusted R square has
been used to indicate how much of the variance in the dependent variable firm’s performance of
selected real-estate developing firms in Addis Ababa expressed by the study independent
variables. The larger the value of adjusted R square is expressed by the better prediction value
of the model. The adjusted R 2 has also been used to predict the pooled results of explanatory
variables that have an impact on dependent variable. In this study, the adjusted R2 model
explains 61.6% of the firm’s performance of selected real-estate developing firms in Addis
Ababa variance by Mobile /M-Commerce, Web-Site Marketing, Social Media Marketing, E-
Mail Marketing. The remaining 38.4% of variation in the dependent variable was explained by
other factors not included in this study. Hence, the model provides relatively good predictions
of the variance in firm’s performance of selected real-estate developing firms in Addis Ababa.
Table 4.8 ANOVA table for real-estate firm’s performance
Model Sum of Df Mean F Sig.
Squares Square
Regression 48.808 3 16.269 108.94 .000b
6
1 Residual 29.717 194 .149
Total 78.525 197

Dependent Variable: firm’s performance of selected real-estate developing firms in Addis
Ababa
51
Predictors: (Constant), Mobile /M-Commerce, Web-Site Marketing, Social Media Marketing, E-
Mail Marketing
Because significance result is less than .05, it indicates that our model is significant and we can
predict firm’s performance of selected real-estate developing firms in Addis Ababa from the
four independent variables Mobile /M-Commerce, Web-Site Marketing, Social Media
Marketing, E-mail Marketing significant model (p=0.000).
Table 4. 9 Beta Coefficients for real-estate firm’s performance
Model Unstandardized Standardized T Sig.
Coefficients Coefficients
B Std. Error Beta
(Constant) .286 .175 .286 -1.637 .103
Mobile Commerce marketing .555 .080 .432 6.964 .000
Web-Site Marketing .377 .080 .269 4.745 .000
Social Media Marketing .491 .070 .396 4.146 .000
E-Mail Marketing .296 .060 .249 4.935 .000
Dependent Variable: firm’s performance of selected real-estate developing firms in Addis
Ababa, survey 2024
The model result shown as follows:
Y = β0 + β 1 X 1+ β 2 X 2 + β 3 X 3+ β 4 X 4 + ei……………………………………………… (1)
Y =0.286❑+0.43 X 1 +0.26 X 2+ 0.39 X 3+ 0.24 X 4 +e i…………………………….…… (2)
Table: 4.9 above reveals that all the four independent variables Mobile /M-Commerce, Web-
Site Marketing, Social Media Marketing, E-Mail Marketing have a positive beta sign proved
that predictor variables have positive effect on that of the predicting dependent variable real-
estate firm’s performance. Any increase in value of the independent variables (Mobile /M-
Commerce Beta=.432, p= .000, E-Mail Marketing Beta=.269, p= .000, Social Media Marketing
Beta=.396, p= .000 and E-Mail Marketing Beta=.249, p= .000) lead to corresponding increase
in the value of dependent variable (real-estate firm’s performance). It can be believed that
Mobile /M-Commerce was more determinant (influential) variable that predicted firm’s
Hence, based on the positive coefficients of the dependent variables had positive relationship
with the dependent variable. In terms of the statistical significances of the independent variable
over the dependent variable at 5% level of significance significantly contributed for the firm’s
52
performance of selected real-estate developing firms in Addis Ababa at (P<0.05) level of
confidence.
The study hypothesized that all variables would have significant effect on firm’s performance
of selected real-estate developing firms in Addis Ababa and accordingly, the study accepted all
hypotheses 1 up to 4. The result from hypothesis has been summarized as follows;
Table 4.10. Summary of Hypothesis Result
Description Result Decision

Hypothesis 1 Sig (.000) & positive (.432) Accepted
Hypothesis 2 Sig (.000) & negative (.269) Accepted
Hypothesis 3 Sig (.000) & positive (.396) Accepted
Hypothesis 4 Sig (.000) & negative (.249214) Accepted
Source: Own Computation, 2024
CHAPTER FIVE
5. SUMMARY OF FINDINGS, CONCLUSSION AND RECOMMENDATION
5.1. Summary of Findings
The study examined the effect of digital marketing strategies on firm’s performance the case of
selected real-estate developing firms in Addis Ababa namely Noah, Ayat and Sunshine Real
Estate PLC working in Addis Ababa.
About, 223 questionnaires were distributed to Employee of selected real-estate developing firms
in Addis Ababa namely Noah, Ayat and Sunshine Real Estate PLC working in Addis Ababa and
198 (88.7%) questionnaire were obtained valid and used for analysis. The collected data were
presented and analyzed using SPSS version 23.
The study identified four Digital Marketing strategies and their effect on the firm’s performance
of selected real-estate developing firms in Addis Ababa. Accordingly, the independent variables
were Mobile /M-Commerce, Web-Site Marketing, Social Media Marketing, E-Mail Marketing.
Identification of these factors has been made on the basis of various researches and dissertations
53
in acquiring more insights about Digital Marketing and on firm’s performance of selected real-
estate developing firms in Addis Ababa.
The study used descriptive and explanatory analysis to examined the Influence of Digital
Marketing Strategies on the on firm’s performance of selected real-estate developing firms in
Addis Ababa. Accordingly, the result from descriptive analysis shows that mobile-commerce
marketing and social- media marketing are on a good level in selected real-estate developing
firms in Addis Ababa namely Noah, Ayat and Sunshine Real Estate PLC each registering an
average mean value of 3.66 and 3.92 respectively. On the other hand, Web-Site Marketing and
E-Mail Marketing strategies of in selected real-estate developing firms in Addis Ababa namely
Noah, Ayat and Sunshine Real Estate PLC found in medium level. The average mean value of
3.50 and 3.45 respectively.
Additionally, aiming to identify the relationship between the independent variables (Digital
marketing) and firm’s performance of selected real-estate developing firms in Addis Ababa the
study conducted inferential analysis in terms of correlation and regression analysis. The findings
from correlation analysis shows that four independent variables Mobile /M-Commerce, Website
marketing, Social Media Marketing, Email Marketing have a positive beta sign proved that
predictor variables have positive effect on that of the predicting dependent variable firm’s
performance of selected real-estate developing firms in Addis Ababa. Any increase in value of
the independent variables (Mobile /M-Commerce Beta=.432, p= .000, Web-Site Marketing
Beta=.269, p= .000, Social Media Marketing Beta=.396, p= .000 and E-Mail Marketing
Beta=.249, p= .000) lead to corresponding increase in the value of dependent variable (firm’s
performance of selected real-estate developing firms in Addis Ababa). It can be believed that
Mobile /M-Commerce was more determinant (influential) variable that predicted firm’s
The adjusted R2 has also been used to predict the pooled results of explanatory variables that
have an impact on dependent variable. In this study, the adjusted R 2 model explains 61.6% of the
firm’s performance of selected real-estate developing firms in Addis Ababa variance by
Mobile /M-Commerce, Web-Site Marketing, Social Media Marketing, E-Mail Marketing. The
remaining 38.4% of variation in the dependent variable was explained by other factors not
included in this study.
54
5.2. Conclusion
The results of the study confirm that digital marketing in all its forms affects the firm’s
performance of selected real-estate developing firms in Addis Ababa and improves the results of
digital marketing. These results are important because they indicate that digital marketing in all
its forms affects the firm’s performance of selected real-estate developing firms in Addis Ababa
and is influential in achieving the goals of the digital marketing field. Moreover, the current
study reviewed previous studies on and indicated that the unit characteristics in digital marketing
cooperation in all its forms affect the firm’s performance of selected real-estate developing firms
in Addis Ababa. In addition to a survey that was conducted in selected real-estate developing
firms in Addis Ababa and preparing a questionnaire to achieve the goal of the research. The
study concluded that some digital marketing tools are stronger than others, according to previous
studies, which list digital marketing tools for their impact on the business firm’s performance of
selected real-estate developing firms in Addis Ababa.
The findings from correlation analysis shows that four independent variables Mobile /M-
Commerce, Web -Site Marketing, Social Media Marketing, E-Mail Marketing have a positive
beta sign proved that predictor variables have positive effect on that of the predicting dependent
variable firm’s performance of selected real-estate developing firms in Addis Ababa.
In this study, the results of the study confirm that the adjusted R 2 model explains 61.6% of the
firm’s performance of selected real-estate developing firms in Addis Ababa variance by
Mobile /M-Commerce, Web-Site Marketing, Social Media Marketing, E-Mail Marketing.
5.3. Recommendation
 The study was able to show that the M-commerce and Social-media marketing have a
higher significant impact on the firm’s performance of selected real-estate developing
firms in Addis Ababa. Therefore, the company should pay more attention to these two
strategies of digital marketing. The study also revealed that Web-marketing and E-mail
marketing are lower significant impact on the performance of the company. Thus,
marketers in the company should find a way to make sure that customers are adopted to
55
such kinds of marketing platforms as they thought less costly.
 Furthermore, understanding the effect of digital marketing and firm’s performance of
selected real-estate developing firms in Addis Ababa has a number of implications for
human resource development in the company. The findings of this study delivered
considerable evidence for the relationship among digital marketing and firm’s
performance of selected real-estate developing firms in Addis Ababa. Therefore, the
researcher recommends that the knowledge obtained from this study should be used by
the company under study to produce powerful tools for the selection, training and
development of capable employees.
 Though the advancement of the e-commerce business model in the real state world has
been quite amazing, it wasn’t the same always. Initially, it met with mixed feedback
depending upon various factors. However, most of the industry leaders accepted the
changing trends and streamline business processes. For the most, e-commerce of real
estate has changed the domain for the better and homebuyers can now easily explore,
identify, and, register genuine real estate properties without getting involved with the
middlemen.
 For the future e-commerce marketing strategy grow significantly with real estate
sector.
 To finalize future researches can be done by including additional digital marketing
variables in different sectors which are adopting Digital Marketing as a marketing tool.
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QUESTIONNAIRE
Dear Respondent,
My Name is AWEL EBRAHIM; I am a postgraduate student at international leadership institute, in
the field of Masters of Business Administration. I am currently conducting a research entitled “THE
EFFECTS OF DIGITAL MARKETING STRATEGIES ON FIRM’S PERFORMANCE: THE CASE
OF SELECTED REAL-ESTATE DEVELOPING FIRMS IN ADDIS ABABA”
Believing that your participation in the study to identify the contributing factors, you are hereby
required to provide the best option that fits your choice by marking in the spare provided. Writing
your name is not required at all.
Finally, I hereby kindly confirm that the information that you share will be kept confidential and only
used for the academic purpose. No individual responses will be identified and will not be disclosed in
anyway. Thank you in advance for your time and dedication in completing this questionnaire.
Sincerely,
AWEL EBRAHIM
64
SECTION 1: DEMOGRAPHIC CHARACTERISTICS
i. Gender: Male Female
ii. Age Group: 20-27 28-35
36-45 46-55
56 and above
iii. Experience: 0-5 6-10
11-15 16 and above
Iv. Qualification: First Degree
Masters
PHD
v. Which Division are you in?
 Technical Division
 Commercial Division
 Support Division
 Other
SECTION 2: Digital Marketing Related Questionnaire
65
Please indicate the extent to which you agree with the following statements regarding the
use of the following Digital Marketing Practice in your organization
Where 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, and 5 = Strongly Agree
Rating Scale
No. Digital Marketing Strategies 1 2 3 4 5
A Mobile Telephony/M-Commerce
1 We have a database of all the phone contacts of our clients
2 Our customers get in touch with us through phone contacts

3 Our mobile communication is reliable
4 We inform customers of our existing stock through short text

messages
5 We get orders and feedback from clients over the phone
6 We remind our clients of our operations through phone calls and

SMSs
7 Volume of clients who rely on our m-commerce platform are many
B Website marketing
1 The Company has a functional website
2 The website is interactive and friendly to the users and clients
3 All our products and services are posted on the website
4 Client feedback and orders are responded to on the website
5 The website allows interaction between the firm employees and

clients
66
1 2 3 4 5
6 Clients place orders on the website
7 The management posts updates on new products, location and
promotions on the website
C Social Media Marketing
1 The firm has an account in all the common social media platforms
2 Firm products are advertised on the social media walls
3 The firm interacts with clients on the social media platforms
4 Orders are placed by clients through chats and posts
5 The firm responds to client requests in time
6 Social media accounts have improved the interaction of clients with
staff
7 Social media use has enhanced customer service
8 The firm accounts are always updated
D Email Marketing
1 The firm has an active email account
2 The enterprise corresponds with clients via emails
3 Email use by clients is high
4 Most orders are place via email
5 New products and services are marketed to clients through email
6 Email use promotes effective interaction between employees and
clients
67
SECTION 3: Organizational Performance Related Questionnaire
Using the scale below, please indicate to what extent each of the following items corresponds to
the performance of real-estate developing firms the case of NOAH real estate.
Where 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, and 5 = Strongly Agree
Organizational Performance Rating Scale

No. 1 2 3 4 5
Items
1 The volume of sales of the firm has increased with employment of
digital marketing
2 The number of clients has significantly increased
3 Customer service has increased with digital marketing
4 Our market share has gone up Firm profitability has increased
5 With digital marketing our firm is highly competitive
6 Customer loyalty has improved
7 Our capacity to handle more clients has improved with digital
marketing
THANK YOU FOR YOUR COLLABORATION!
54

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INTERNATIONAL LEADERSHIP INSTITUTE

SCHOOL OF POSTGRADUATE STUDIES

THE EFFECT OF DIGITAL MARKETING STRATEGIES ON FIRM’S MARKETING

ADVISOR: YONAS SENDABA (PHD)

A THESIS PAPER SUBMITTED TO INTERNATIONAL LEADERSHIP INSTITUTE

THE EFFECT OF DIGITAL MARKETING STRATEGIES ON FIRM’S MARKETING

ADVISOR: YONAS SENDABA (PHD)

A THESIS PAPER SUBMITTED TO INTERNATIONAL LEADERSHIP INSTITUTE

YONAS SENDABA (PHD) 27/09/2024

Name of Advisor Signature Date

External examiner name--------------------------signature---------------------------date---------------

Internal examiner name----------------------------signature-----------------------date------------------

Department head name --------------------------------signature-------------------date------------------

1.4.2. Specific Objectives

Digital marketing: is the mechanism of “advertising of products or services of companies

Web-Marketing: is a novel approach to communication, collaboration, and exchange of

2.1.5 Overview of Real Estate Industry

Real estate generally contributes to a country’s economic development as a result of a

2.1.6 Digital Marketing and Profitability.

2.1.7 Digital Marketing and Real Estate

Author Title Research Findings Gap and Focus of Study

2.4. Conceptual Framework

n= 504 = 504 = 223

1 + 504 (0.05) 2 1 + 504 (0.0025)

Table 3.1. Reliability of the scale’s variables

3.10. Ethical consideration of the respondents

4.3. Data Analysis of the study

Table 4.4 Interpretations of correlation coefficient

Value of coefficient Relation between variables

4.4.2. Correlation analysis

Coefficients Pearson Correlation by each variable

**. Correlation is significant at the 0.01 level (2-tailed).

4.4.3. Multiple-Regression Analysis

4.4.3.2. Multi-co linearity test

Source: Data Survey Analysis result 2024

1 .788a .622 .616 .386

Total 78.525 197

Table 4.10. Summary of Hypothesis Result

Description Result Decision

i. Gender: Male Female

ii. Age Group: 20-27 28-35

iii. Experience: 0-5 6-10

11-15 16 and above

Iv. Qualification: First Degree

v. Which Division are you in?

SECTION 2: Digital Marketing Related Questionnaire

2 Our customers get in touch with us through phone contacts

4 We inform customers of our existing stock through short text

6 We remind our clients of our operations through phone calls and

2 The website is interactive and friendly to the users and clients

3 All our products and services are posted on the website

4 Client feedback and orders are responded to on the website

5 The website allows interaction between the firm employees and

Where 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, and 5 = Strongly Agree

Organizational Performance Rating Scale

THANK YOU FOR YOUR COLLABORATION!

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