Digital Marketing Strategies and Social Entrepreneurship in Lusaka Province, Zambia

Mwape Chewe

doi:doi:10.11648/j.sjbm.20251302.15

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Digital Marketing Strategies and Social Entrepreneurship in Lusaka Province, Zambia

Mwape Chewe^*

Published in Science Journal of Business and Management (Volume 13, Issue 2)

Received: 21 April 2025 Accepted: 6 May 2025 Published: 18 June 2025

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Abstract

This study investigates the application and effectiveness of digital marketing strategies employed by social enterprises operating within Lusaka Province, Zambia. It examines the various digital tools and techniques utilized, their impact on achieving social and economic objectives, and the challenges and opportunities encountered in this context. The study used a mixed-methods approach, combining surveys and in-depth interviews, the research provided insights into the evolving landscape of social entrepreneurship and digital marketing in a developing in Zambia. The study used 140 respondents to make a study population which was drawn from total number of registered enterprises in Zambia by PACRA which is the board mandated to register businesses and organizations in Zambia. The research objectives focused on awareness, effectiveness, challenges, measuring social impact and government policies as major areas of concentration to achieve the results in digital marketing and social entrepreneurship study. The data collected was analyzed using descriptive and statistical analysis with the support of SPSS. Themes were presented as they emerged in the data analysis. The findings of the study showed that majority of the entrepreneurs were aware of the strategies and were using at least one of the digital marketing tool but most of them are struggling with reaching effectiveness, measuring social impact. The research explored the challenges and opportunities associated with digital marketing adoption in this context, drawing upon the Diffusion of Innovation Theory and Relationship Marketing Theory as its theoretical framework. Key findings reveal a growing adoption of social media and mobile-based marketing, yet significant barriers persists like lack of funding, illiteracy, lack of access to internet, infrastructure, electricity and bureaucracy in government policies. The study recommends strategies such as re-allocating marketing budget of funds for digital marketing, creating online brand community, developing social media performance matric, employing social media expert and investing in training and digital marketing knowledge. Conversely, the study showed that there was a significant influence of government policies on the relationship between digital marketing and social entrepreneurship. The findings contributed to a better understanding of how digital platforms can be leveraged to enhance the reach, impact, and sustainability of social ventures in Zambia and similar contexts.

Published in	Science Journal of Business and Management (Volume 13, Issue 2)
DOI	10.11648/j.sjbm.20251302.15
Page(s)	105-113
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2025. Published by Science Publishing Group

Keywords

Digital Marketing Strategies, Social Entrepreneurship, Sustainable Social Impact

References

[1]	Austin, J., Stevenson, H., & Wei-Skillern, J. (2006). Social and commercial entrepreneurship: Same, different, or both? Entrepreneurship Theory and Practice, 30(1), 1–22.
[2]	Berry, L. L. (1983). Relationship marketing. In Emerging perspectives on services marketing (pp. 25–28). American Marketing Association.
[3]	Dees, J. G. (1998). The meaning of “social entrepreneurship.” Stanford Social Innovation Review, 1(1), 24–27.
[4]	GSMA. (2023). The mobile economy Sub-Saharan Africa 2023.
[5]	Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2020). Principles of marketing (Eighth European Edition). Harlow: Pearson.
[6]	Mwange, A., Mumba, M., & Banda, R. R. M. (2025). Perceived Trust and Digital Financial Inclusion in Zambia's Informal Markets: Mediating and Moderating Role of Digital Financial Literacy and Digital Financial Efficacy. African Journal of Commercial Studies, 6(2).
[7]	Mutula, S. M., & Van Brakel, P. A. (2011). E-readiness of SMEs in the information and communication technology sector in Botswana. The Electronic Library, 29(2), 211–229.
[8]	Ndhlovu, G., & Hapompwe, C. C. (2024). Exploring the Application of Entrepreneurial Innovation in Selected Food Processing (Dairy) and Manufacturing Firms in Lusaka. Journal of Economics, Finance and Management Studies.
[9]	Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press.
[10]	Stokes, R. (2020). eMarketing: The essential guide to digital marketing (7th ed.). Quirk Education.
[11]	Tafesse, W., & Wieneke, J. (2017). Digital marketing for SMEs in developing countries. International Journal of Information Management, 37(1), 52–61.
[12]	UNICEF. (2024). Harnessing digital technology for social impact.
[13]	Yeckmann, S., Issa, B., & Thomas, J. S. (2019). A meta-analysis of the effects of social media marketing on brand awareness. Journal of Business Research, 101, 219-230. https://journals.sagepub.com/doi/full/10.1177/00222429221123250
[14]	Zoyo, S., & Bekaru, A. (2022). Mobile marketing for social entrepreneurship in Africa. International Journal of Entrepreneurship and Small Business, 38(2), 222-238. https://scholarscommons.fgcu.edu/esploro/outputs/bookChapter/Helper-Networks-and-Crowdfunding-Mobilizing-Social/99383442442706570

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APA Style

Chewe, M. (2025). Digital Marketing Strategies and Social Entrepreneurship in Lusaka Province, Zambia. Science Journal of Business and Management, 13(2), 105-113. https://doi.org/10.11648/j.sjbm.20251302.15

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ACS Style

Chewe, M. Digital Marketing Strategies and Social Entrepreneurship in Lusaka Province, Zambia. Sci. J. Bus. Manag. 2025, 13(2), 105-113. doi: 10.11648/j.sjbm.20251302.15

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AMA Style

Chewe M. Digital Marketing Strategies and Social Entrepreneurship in Lusaka Province, Zambia. Sci J Bus Manag. 2025;13(2):105-113. doi: 10.11648/j.sjbm.20251302.15

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@article{10.11648/j.sjbm.20251302.15,
  author = {Mwape Chewe},
  title = {Digital Marketing Strategies and Social Entrepreneurship in Lusaka Province, Zambia
},
  journal = {Science Journal of Business and Management},
  volume = {13},
  number = {2},
  pages = {105-113},
  doi = {10.11648/j.sjbm.20251302.15},
  url = {https://doi.org/10.11648/j.sjbm.20251302.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.20251302.15},
  abstract = {This study investigates the application and effectiveness of digital marketing strategies employed by social enterprises operating within Lusaka Province, Zambia. It examines the various digital tools and techniques utilized, their impact on achieving social and economic objectives, and the challenges and opportunities encountered in this context. The study used a mixed-methods approach, combining surveys and in-depth interviews, the research provided insights into the evolving landscape of social entrepreneurship and digital marketing in a developing in Zambia. The study used 140 respondents to make a study population which was drawn from total number of registered enterprises in Zambia by PACRA which is the board mandated to register businesses and organizations in Zambia. The research objectives focused on awareness, effectiveness, challenges, measuring social impact and government policies as major areas of concentration to achieve the results in digital marketing and social entrepreneurship study. The data collected was analyzed using descriptive and statistical analysis with the support of SPSS. Themes were presented as they emerged in the data analysis. The findings of the study showed that majority of the entrepreneurs were aware of the strategies and were using at least one of the digital marketing tool but most of them are struggling with reaching effectiveness, measuring social impact. The research explored the challenges and opportunities associated with digital marketing adoption in this context, drawing upon the Diffusion of Innovation Theory and Relationship Marketing Theory as its theoretical framework. Key findings reveal a growing adoption of social media and mobile-based marketing, yet significant barriers persists like lack of funding, illiteracy, lack of access to internet, infrastructure, electricity and bureaucracy in government policies. The study recommends strategies such as re-allocating marketing budget of funds for digital marketing, creating online brand community, developing social media performance matric, employing social media expert and investing in training and digital marketing knowledge. Conversely, the study showed that there was a significant influence of government policies on the relationship between digital marketing and social entrepreneurship. The findings contributed to a better understanding of how digital platforms can be leveraged to enhance the reach, impact, and sustainability of social ventures in Zambia and similar contexts.
},
 year = {2025}
}

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TY  - JOUR
T1  - Digital Marketing Strategies and Social Entrepreneurship in Lusaka Province, Zambia

AU  - Mwape Chewe
Y1  - 2025/06/18
PY  - 2025
N1  - https://doi.org/10.11648/j.sjbm.20251302.15
DO  - 10.11648/j.sjbm.20251302.15
T2  - Science Journal of Business and Management
JF  - Science Journal of Business and Management
JO  - Science Journal of Business and Management
SP  - 105
EP  - 113
PB  - Science Publishing Group
SN  - 2331-0634
UR  - https://doi.org/10.11648/j.sjbm.20251302.15
AB  - This study investigates the application and effectiveness of digital marketing strategies employed by social enterprises operating within Lusaka Province, Zambia. It examines the various digital tools and techniques utilized, their impact on achieving social and economic objectives, and the challenges and opportunities encountered in this context. The study used a mixed-methods approach, combining surveys and in-depth interviews, the research provided insights into the evolving landscape of social entrepreneurship and digital marketing in a developing in Zambia. The study used 140 respondents to make a study population which was drawn from total number of registered enterprises in Zambia by PACRA which is the board mandated to register businesses and organizations in Zambia. The research objectives focused on awareness, effectiveness, challenges, measuring social impact and government policies as major areas of concentration to achieve the results in digital marketing and social entrepreneurship study. The data collected was analyzed using descriptive and statistical analysis with the support of SPSS. Themes were presented as they emerged in the data analysis. The findings of the study showed that majority of the entrepreneurs were aware of the strategies and were using at least one of the digital marketing tool but most of them are struggling with reaching effectiveness, measuring social impact. The research explored the challenges and opportunities associated with digital marketing adoption in this context, drawing upon the Diffusion of Innovation Theory and Relationship Marketing Theory as its theoretical framework. Key findings reveal a growing adoption of social media and mobile-based marketing, yet significant barriers persists like lack of funding, illiteracy, lack of access to internet, infrastructure, electricity and bureaucracy in government policies. The study recommends strategies such as re-allocating marketing budget of funds for digital marketing, creating online brand community, developing social media performance matric, employing social media expert and investing in training and digital marketing knowledge. Conversely, the study showed that there was a significant influence of government policies on the relationship between digital marketing and social entrepreneurship. The findings contributed to a better understanding of how digital platforms can be leveraged to enhance the reach, impact, and sustainability of social ventures in Zambia and similar contexts.

VL  - 13
IS  - 2
ER  -

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Author Information

Mwape Chewe

School of Social Sciences and Arts, Institute for Social Transformation, Tangaza University, Nairobi, Kenya

Contact Email

http://orcid.org/0009-0002-4277-4621

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APA Style

Chewe, M. (2025). Digital Marketing Strategies and Social Entrepreneurship in Lusaka Province, Zambia. Science Journal of Business and Management, 13(2), 105-113. https://doi.org/10.11648/j.sjbm.20251302.15

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ACS Style

Chewe, M. Digital Marketing Strategies and Social Entrepreneurship in Lusaka Province, Zambia. Sci. J. Bus. Manag. 2025, 13(2), 105-113. doi: 10.11648/j.sjbm.20251302.15

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AMA Style

Chewe M. Digital Marketing Strategies and Social Entrepreneurship in Lusaka Province, Zambia. Sci J Bus Manag. 2025;13(2):105-113. doi: 10.11648/j.sjbm.20251302.15

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@article{10.11648/j.sjbm.20251302.15,
  author = {Mwape Chewe},
  title = {Digital Marketing Strategies and Social Entrepreneurship in Lusaka Province, Zambia
},
  journal = {Science Journal of Business and Management},
  volume = {13},
  number = {2},
  pages = {105-113},
  doi = {10.11648/j.sjbm.20251302.15},
  url = {https://doi.org/10.11648/j.sjbm.20251302.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.20251302.15},
  abstract = {This study investigates the application and effectiveness of digital marketing strategies employed by social enterprises operating within Lusaka Province, Zambia. It examines the various digital tools and techniques utilized, their impact on achieving social and economic objectives, and the challenges and opportunities encountered in this context. The study used a mixed-methods approach, combining surveys and in-depth interviews, the research provided insights into the evolving landscape of social entrepreneurship and digital marketing in a developing in Zambia. The study used 140 respondents to make a study population which was drawn from total number of registered enterprises in Zambia by PACRA which is the board mandated to register businesses and organizations in Zambia. The research objectives focused on awareness, effectiveness, challenges, measuring social impact and government policies as major areas of concentration to achieve the results in digital marketing and social entrepreneurship study. The data collected was analyzed using descriptive and statistical analysis with the support of SPSS. Themes were presented as they emerged in the data analysis. The findings of the study showed that majority of the entrepreneurs were aware of the strategies and were using at least one of the digital marketing tool but most of them are struggling with reaching effectiveness, measuring social impact. The research explored the challenges and opportunities associated with digital marketing adoption in this context, drawing upon the Diffusion of Innovation Theory and Relationship Marketing Theory as its theoretical framework. Key findings reveal a growing adoption of social media and mobile-based marketing, yet significant barriers persists like lack of funding, illiteracy, lack of access to internet, infrastructure, electricity and bureaucracy in government policies. The study recommends strategies such as re-allocating marketing budget of funds for digital marketing, creating online brand community, developing social media performance matric, employing social media expert and investing in training and digital marketing knowledge. Conversely, the study showed that there was a significant influence of government policies on the relationship between digital marketing and social entrepreneurship. The findings contributed to a better understanding of how digital platforms can be leveraged to enhance the reach, impact, and sustainability of social ventures in Zambia and similar contexts.
},
 year = {2025}
}

Copy | Download

TY  - JOUR
T1  - Digital Marketing Strategies and Social Entrepreneurship in Lusaka Province, Zambia

AU  - Mwape Chewe
Y1  - 2025/06/18
PY  - 2025
N1  - https://doi.org/10.11648/j.sjbm.20251302.15
DO  - 10.11648/j.sjbm.20251302.15
T2  - Science Journal of Business and Management
JF  - Science Journal of Business and Management
JO  - Science Journal of Business and Management
SP  - 105
EP  - 113
PB  - Science Publishing Group
SN  - 2331-0634
UR  - https://doi.org/10.11648/j.sjbm.20251302.15
AB  - This study investigates the application and effectiveness of digital marketing strategies employed by social enterprises operating within Lusaka Province, Zambia. It examines the various digital tools and techniques utilized, their impact on achieving social and economic objectives, and the challenges and opportunities encountered in this context. The study used a mixed-methods approach, combining surveys and in-depth interviews, the research provided insights into the evolving landscape of social entrepreneurship and digital marketing in a developing in Zambia. The study used 140 respondents to make a study population which was drawn from total number of registered enterprises in Zambia by PACRA which is the board mandated to register businesses and organizations in Zambia. The research objectives focused on awareness, effectiveness, challenges, measuring social impact and government policies as major areas of concentration to achieve the results in digital marketing and social entrepreneurship study. The data collected was analyzed using descriptive and statistical analysis with the support of SPSS. Themes were presented as they emerged in the data analysis. The findings of the study showed that majority of the entrepreneurs were aware of the strategies and were using at least one of the digital marketing tool but most of them are struggling with reaching effectiveness, measuring social impact. The research explored the challenges and opportunities associated with digital marketing adoption in this context, drawing upon the Diffusion of Innovation Theory and Relationship Marketing Theory as its theoretical framework. Key findings reveal a growing adoption of social media and mobile-based marketing, yet significant barriers persists like lack of funding, illiteracy, lack of access to internet, infrastructure, electricity and bureaucracy in government policies. The study recommends strategies such as re-allocating marketing budget of funds for digital marketing, creating online brand community, developing social media performance matric, employing social media expert and investing in training and digital marketing knowledge. Conversely, the study showed that there was a significant influence of government policies on the relationship between digital marketing and social entrepreneurship. The findings contributed to a better understanding of how digital platforms can be leveraged to enhance the reach, impact, and sustainability of social ventures in Zambia and similar contexts.

VL  - 13
IS  - 2
ER  -

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