The Impact Of Social Media On The Marketing Performance The Case Of Commercial Bank Of Ethiopia

Social media marketing is a new trend. Tools and approaches for communicating customers have changed greatly with emergence of social media and it has become an avenue that marketers can extend their marketing campaigns to a wider range of consumer. (Paquette H. 2013) The banking industry is fast adapting and utilizing social media technology as competition in the industry is fierce, quality service at low cost becomes common place and they are seeking new and innovative ways to sustain competitive advantage. The purpose of this study is to investigate the impact of social media on the marketing performance of commercial bank of Ethiopia. To this effect one predictor factor (social media) and three dependent variables (real time communication, repeat exposure and competitive advantage) were identified and consumer based attitude scale that contains twenty five items was developed and questionnaires were completed. Assumption and diagnostic tests were done and in the end, social media found to be dominant determinant factor for all the three dependent variables namely real time communication, repeat exposure and competitive advantage towards the effectiveness of marketing performance of commercial bank of Ethiopia

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