Exploring the effectiveness of digital marketing communication strategies of financial institutions in Tanzania: the case of selected commercial banks in Tanzania.

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dc.contributor.authorJingu, Zaria Mwamba
dc.date.accessioned2019-12-14T11:43:13Z
dc.date.accessioned2020-01-08T09:55:05Z
dc.date.available2019-12-14T11:43:13Z
dc.date.available2020-01-08T09:55:05Z
dc.date.issued2018
dc.descriptionAvailable in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HG1855.T34M98)en_US
dc.description.abstractThis study investigated the nature and effectiveness of digital marketing communication strategies of commercial banks in Tanzania. Three major banks were selected as the cases for the study. The specific objectives were to determine different digital marketing communication strategies practiced by commercial banks in Tanzania, to establish how the commercial banks’ digital marketing communicationstrategies contribute to brand awareness, to determine how digital marketing communication strategies contribute to formation of brand image of the banks and to establish how the commercial banks’ digital marketing communication strategies influence customers’ brand royalty. The study used descriptive and cross-sectional research design in which a survey was conducted on 96 customers of these banks and 28 bank officials were interviewed. Thereafter analysis was performed using SPSS software package. The main findings were that digital marketing communication tools used most often by these banks were SMS and Website. The DMC strategies have significant influence on performance of the banks. Based on customers’ response, the study found outthat DMC strategies have significant influence on formation of brand image of the banks. The main recommendations are that commercial banks should embrace fully DMC strategies and have more skilled and competent personnel to manage these DMC strategies.en_US
dc.identifier.citationJingu, Z. M. (2018). Exploring the effectiveness of digital marketing communication strategies of financial institutions in Tanzania: the case of selected commercial banks in Tanzania. Master dissertation, University of Dar es Salaam.en_US
dc.identifier.urihttp://localhost:8080/xmlui/handle/123456789/5827
dc.language.isoenen_US
dc.publisherUniversity of Dar es Salaamen_US
dc.subjectFinancial institutionsen_US
dc.subjectMarketingen_US
dc.subjectBanks and bankingen_US
dc.subjectCommunication in marketingen_US
dc.subjectCustomer servicesen_US
dc.subjectManagementen_US
dc.subjectCommercial banksen_US
dc.subjectTanzaniaen_US
dc.titleExploring the effectiveness of digital marketing communication strategies of financial institutions in Tanzania: the case of selected commercial banks in Tanzania.en_US
dc.typeThesisen_US
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