Factors Influencing Adoption Of Digital Marketing In Commercial Banks Operating In Tanzania: A Case Of Dar -Es- Salaam City.

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

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