Abraham, John Augustino2019-08-302019-08-302018Abraham, J. A. (2018). Factors influencing adoption of digital marketing in commercial banks operating in Tanzania: a case of Dar -es- salaam city. Dodoma: The University of Dodomahttp://hdl.handle.net/20.500.12661/1337Dissertation (Masters of Business Administration)This study aimed at assessing factors influencing adoption of digital marketing in commercial banks operating in Tanzania. Specific objectives were include examining factors influencing adoption of digital marketing, determining the influence of individual factors on adoption of digital marketing, analyzing the influences of organizational factors on adoption of digital marketing and determine the influence of social factors on adoption of digital marketing. The sample size of the study was 90 employees and 12 managers of selected commercial banks. Data collection methods include interview, survey and documentary review. Data was analyzed by using SPSS version 20. Study revealed that, of employees agrees that individual factors influence adoption of digital marketing and significance (P<0.05). Also bank managers responded and agree that organization factors influence adoption of digital marketing and significance (P<0.05). Moreover, the study found that bank managers and employees agree mostly that social factors influence adoption of digital marketing and significance (P<0.05). Furthermore, the study found that bank managers and employees agree mostly that perceived ease of use and perceived usefulness were factors for adopting digital marketing and significance (P<0.05). and significance (P<0.05). This study recommends that, governments of Tanzania through Bank of Tanzania should develop and provide appropriate national policy initiatives to encourage the presence of good technology infrastructure and to build trust in commercial bank to implement digital marketing.enDigital marketingMarketingCommercial banksTanzaniaDar es salaamBank managersBank of TanzaniaNational policyDissertation