Technological factors and digital marketing adoption in Ethiopian banks: a framework-based systematic literature review

Abstract This systematic review examines the influence of technological infrastructure and perceived organizational usefulness on digital marketing adoption in Ethiopian banks, applying PRISMA methodology to synthesize peer-reviewed research from 2020 to 2025. Findings reveal that reliable internet connectivity, platform reliability, adequate technological infrastructure (including mobile banking platforms, digital tools like social media and e-mail marketing), and network robustness are essential but insufficient conditions for adoption. Managerial perceptions of usefulness such as performance expectancy, return on investment (ROI), and strategic alignment are critical mediators that determine whether digital marketing initiatives are embraced. Additionally, digital marketing enhances operational speed, customer satisfaction, and marketing efficiency, with social media platforms (Facebook, Telegram, Twitter, YouTube) playing a vital role in customer engagement and organizational communication. The review also highlights the importance of digital literacy training for both bank employees and customers to maximize digital marketing benefits. Government support and telecom infrastructure development emerge as significant enablers in fostering digital adoption. Future research priorities include investigating the interplay between technological, organizational, and environmental factors within the Ethiopian context and assessing the long-term impacts of digital marketing on competitive advantage and financial performance of banks. Study DOIs and key references are provided to ensure reproducibility and further scholarly inquiry.