• Mr. John Manishimwe
• Dr. Malgit Amos Akims
• Dr. Rusibana Claude

Background: The general objective of the study was to evaluate the influence of internet marketing on the financial performance of financial institutions in Rwanda. The study was guided by the following specific research objectives; to assess the influence of social media marketing on the financial performance of Development Bank of Rwanda; to evaluate the influence of email marketing on the financial performance of Development Bank of Rwanda; to examine the influence of website marketing on the financial performance of Development Bank of Rwanda; and to evaluate the relationship between internet marketing and the financial performance of Development Bank of Rwanda. A descriptive cross-sectional survey and correlation designs were used during the study. The target population of the study was 78 employees of BRD at the headquarter office. The researcher used the Taro Yamane formula to determine the sample size (n=76) of the study. Materials and Methods: The researcher used purposive and simple random techniques to sampling participants. Primary data was collected using surveys questionnaires. Descriptive statistics of the data from the questionnaire was done through coding data coding. Data were assessed, and a comparison made. The process aimed at selecting the most accurate information from the feedback by the respondents. The process involved questionnaire assessment and evaluation. SPSS package (Version 23) was used in running descriptive statistics, which included frequency and percentages. The correlation of data was performed using regression analysis. After conducting all regression diagnostics, the findings of the research were presented in the form of tables, percentages, frequencies, and also tables. Results: The findings suggested positive correlations between social media marketing and all the predictors of financial performance – net investment margin (R .688*, p .047), net profit margin (R.487**, p .000), and diversification (R. 952**, p. 000). There were positive correlations between email marketing and all the predictors of financial performance – net investment margin (R .793*, p .031), net profit margin (R. 449**, p .000), and diversification (R. 598**, p .026); website marketing and all the predictors of financial performance – net investment margin (R .180, p .119), net profit margin (R. 283*, p .013), and diversification (R. 274**, p. 017). The correlations with net profit margin and diversification were statistically significant given that the p value was < 0.05 and < 0.01. The implication was that high levels of email marketing would significantly improve the net profit margin and diversification of BRD. The regression analyses established that NIM, NPM, and the diversity of BRD jointly influenced the performance of commercial banks. Facebook, Twitter, and Instagram were identified as the common social media platforms used for marketing purposes. Social media and website marketing had reduced the cost of advertising in comparison to former traditional platforms; the delivery cost for digital products has been lowered; significantly reduced operational costs by lessening the quantity of customer care representatives; and had reduced communication costs significantly. BRD had adopted email as a marketing tool; however, its effectiveness was yet to be optimized. Conclusion: The study recommended that BRD’s bank managers and marketing directors develop marketing strategies that would help them use internet marketing to deliver the satisfaction more effectively and efficiently than other competitors so as to continue to retain existing customers and attract new ones.

Internet Marketing, Financial Performance, Development Bank, Rwanda.

"Internet Marketing And Financial Performance Of Development Bank Of Rwanda", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 12, page no.b833-b846, December-2024, Available :http://www.jetir.org/papers/JETIR2412183.pdf

"Internet Marketing And Financial Performance Of Development Bank Of Rwanda", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 12, page no. ppb833-b846, December-2024, Available at : http://www.jetir.org/papers/JETIR2412183.pdf