Digital Marketing Adoption, Brand Awareness and Sales Performance of Telecom Companies in Uganda.
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Date
2023-12-08
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Makerere University Business School
Abstract
The main purpose of the study was to examine the relationship between digital marketing adoption, brand awareness and sales performance of Telecom companies in Uganda. The study intended to achieve the following objectives, to examine relationship between digital marketing adoption and sales performance of Telecom companies, to examine the relationship between brand awareness and sales performance of Telecom companies, to examine the combined effect of digital marketing and brand awareness on sales performance of telecom companies in Uganda. The study adopted a cross sectional quantitative research design and data was collected directly from the respondents using a self-administered structured five Likert scale questionnaire. Findings from the study indicated that there is a positive and significant relationship between digital marketing adoption and sales performance (beta= .551, p < 0.05), brand awareness had a significant positive relationship with sales performance (beta= .499,p < 0.05 ). Lastly the finding showed that digital marketing and brand awareness predict 34.3% of Sales performance of Telecom companies. Digital marketing adoption is a significant predictor and brand awareness is slightly a predictor when combined with digital marketing adoption.
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This is a master's thesis.
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Citation
Ssenkasi, R. (2023). Digital Marketing Adoption, Brand Awareness and Sales Performance of Telecom Companies in Uganda. (Unpublished master’s dissertation). Makerere University Business School, Kampala, Uganda.