The Impact of Digital Marketing on Brand Awareness a Case of Air Tanzania Company

Ndanyungu, Bora Omary (2020) The Impact of Digital Marketing on Brand Awareness a Case of Air Tanzania Company. Masters thesis, The Open University of Tanzania.

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Abstract

The study identify the impacts of digital marketing on brand awareness with a case study of Air Tanzania with the following specific objectives; the first one was to identify digital platforms used for digital marketing at Air Tanzania, second objectives was to determine the digital marketing strategies used for brand awareness at Air Tanzania Company, third one was to determine people’s perception on the company’s digital marketing activities and the last one was to determine how does digital marketing enhance company’s brand image. The study cover methodology of the study; case study was at ATCL with 55 respondents, the data for this study was collected using the questionnaire and documentation review and both primary and secondary data was collected. SPSS and excel was used to group, compute and present data for analyses. the study found that digital platforms are more effective and they have huge impact in creating brand awareness due to the fact that most of Air Tanzania customers use internet to get information about the airline as well as they engage and interact in digital platforms of Air Tanzania for their different enquiries, therefore from the study I found digital marketing using digital platforms can increase customer engagement, increase communication and bring brand recognition and also, they are more effective compared to traditional media. Conclusively, the study provides the overview of the study and show the importance of using digital platforms for digital marketing in general in new era marketing. The study provide recommendation to various sectors to increase the use of digital platforms so as to get more engagement with their customer and targeted audience. Key words, digital platforms, social media and information and communication technology viii

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