A Multidimensional Review of Social Media Marketing Adoption Among MSMEs: Insights from Zambia

Chanda Chipongoma and Dr. Austin Mwange
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Chanda Chipongoma: The University of Zambia, Institute of Distance Education, Lusaka, Zambia
Dr. Austin Mwange: The University of Zambia, Graduate School of Business, Lusaka, Zambia

African Journal of Commercial Studies, 2025, vol. 6, issue 2

Abstract: Social media marketing (SMM) has emerged as a game-changer for micro, small, and medium enterprises (MSMEs), especially in developing economies. This paper critically explores the evolution, drivers, benefits, and challenges of SMM adoption within the MSME context. Anchored in three theoretical lenses—the Technology Acceptance Model (TAM), the Technology-Organization-Environment (TOE) Framework, and the Social Exchange Theory (SET)—the review presents a comprehensive understanding of the complex factors influencing SMM utilization. It further highlights conceptual and contextual gaps, especially in sub-Saharan African markets like Zambia, and identifies directions for future research.

Keywords: Social media marketing; MSMEs; Zambia; Technology Acceptance Model; TOE framework; Social Exchange Theory; digital transformation (search for similar items in EconPapers)
JEL-codes: M15 M31 O33 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsk:2025-41

DOI: 10.59413/ajocs/v6.i2.7

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