The Effect of Digital Marketing on Brand Communication:

The Case of Commercial Bank of Ethiopia Dire Dawa District

Abstract

The major objective of the paper was to evaluate the effectiveness of digital marketing techniques employed by commercial bank of Ethiopia in communicating its brand message to customers. This study adopts a descriptive research method, utilizing a five-point Likert scale questionnaire distributed to 400 customers through random sampling. Multiple linear regression analysis, highlighting the significant positive relationship between search engine optimization, social media marketing, content marketing, pay-per-click marketing, and brand communication within CBE. The finding also have limitation acknowledging the limitations and their implications can guide researchers to refine methodologies, expand analyses, and contribute to a more nuanced understanding of the relationship between digital marketing and brand communication.