Evaluating the Effect of Digital Marketing Strategies on Organizational Profitability in the Banking Sector: A Case of NMB Bank Tanzania.

Kabuka, Tumaini Owden (2025) Evaluating the Effect of Digital Marketing Strategies on Organizational Profitability in the Banking Sector: A Case of NMB Bank Tanzania. Masters thesis, The Open University of Tanzania.

PDF - Submitted Version Available under License Creative Commons Attribution. Download (1MB)

Abstract

This study explored the effect of digital marketing strategies on organizational profitability in Tanzania, focusing on NMB Bank Tanzania. The research adopted a mixed-methods approach, integrating both quantitative and qualitative techniques to provide a comprehensive understanding of the relationship between digital marketing practices and financial performance. Data were collected through structured questionnaires distributed to NMB employees across eight regional zones. The study was guided by Acceptance Model and Social network theories and grounded in the positivist research philosophy and employing a cross-sectional research design, the study used a stratified random sampling technique to select 120 participants, of whom 112 valid responses were analyzed. The findings revealed that content marketing has a significant positive influence on profitability (β = 0.28, p = 0.001), particularly through well-developed blogs, videos, and customer testimonials (β = 0.25, p = 0.003). However, general perceptions of content marketing showed a negative but statistically insignificant effect (β = -0.10, p = 0.210). Similarly, email marketing demonstrated a significant positive relationship with profitability (β = 0.26, p = 0.002), especially through personalized newsletters and promotional offers, while customer satisfaction with email communication also contributed positively (β = 0.24, p = 0.004). Social media marketing emerged as another key determinant, showing a strong positive effect on profitability (β = 0.27, p = 0.001), with improved strategies further enhancing performance (β = 0.25, p = 0.003). The study concludes that integrating digital marketing strategies—particularly content, email, and social media marketing substantially improves organizational profitability. Keywords: Digital Marketing Strategies, Organizational profitability, Banking sector, Social Media Marketing

Actions (login required)

View Item