KALE, Lewis2025-09-102025https://research.unilus.ac.zm/handle/123456789/545Master of Business Administration General - DissertationThis study examines the impact of online advertising on brand equity and customer relationships, using Davis & Shirtliff Ltd in Zambia as a case study. It explores how digital marketing influences brand awareness, perceived quality, associations, and loyalty, along with customer trust, satisfaction, and engagement. A quasi-experimental design incorporating Propensity Score Matching (PSM) was used to control selection bias and estimate causal effects. The mixed-methods approach integrated quantitative surveys, digital engagement metrics, and in-depth interviews. Participants were divided into experimental and control groups, with additional qualitative insights gathered from interviews. Findings reveal that online advertising significantly enhances brand equity and customer relationships, driving notable improvements in brand awareness, perceived quality, brand associations, and loyalty. Similarly, customer trust, satisfaction, and engagement increased, highlighting the effectiveness of digital marketing. A Net Promoter Score (NPS) analysis further confirms improved brand perception and advocacy among those exposed to online ads. Demographic insights show most participants are frequent internet users, with a significant portion in the young professional age group, emphasizing the need for tailored digital strategies. Reliability tests validate the data’s consistency. The study underscores the effectiveness of targeted online advertising in strengthening brand presence, particularly in business-to-business (B2B) markets for technical products. It recommends that firms in industrial and technical sectors invest in digital marketing to enhance brand credibility, awareness, and customer engagement, ensuring a competitive edge in the digital marketplace. Keywords: Online advertising, brand equity, client relationships, digital marketing, customer engagement, brand awareness, consumer perception, social media marketing, online brand positioning, customer loyalty, digital communication, Davis & Shirtliff, Lusaka, Zambia.enThesis