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An Evaluation of Critical Success Factors for Effective Digital Marketing Adoption in Zambia’s Service-Based Businesses

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  • Chimbamilonga Kapinga Molia Kunda Simwaba

    (Graduate School of Business Studies, The University of Zambia, Lusaka)

  • Moffat Chawala

    (Graduate School of Business Studies, The University of Zambia, Lusaka)

Abstract

This study examined the critical success factors influencing digital marketing adoption among service based businesses in Lusaka, Zambia. The objectives were to identify digital marketing practices that drive adoption, assess the influence of environmental factors and determine the barriers and enablers shaping effective digital marketing use. A descriptive research design was applied and data were collected from 385 businesses using structured questionnaires. Analysis included descriptive statistics, correlation tests and multiple regression modelling. Findings showed that online advertising and social media marketing were the most widely adopted strategies, with high mean scores of 4.577 and 4.540. Email marketing recorded low usage (mean 2.584), while affiliate marketing showed moderate adoption (mean 3.410). Environmental conditions had strong influence on digital marketing, particularly market dynamics (mean 4.904) and environmental influence (mean 4.665). Regression analysis showed that environmental factors explained 79 percent of the variance in digital marketing adoption. The strongest predictors were the political, economic and social environment (β = 0.5014, p

Suggested Citation

  • Chimbamilonga Kapinga Molia Kunda Simwaba & Moffat Chawala, 2026. "An Evaluation of Critical Success Factors for Effective Digital Marketing Adoption in Zambia’s Service-Based Businesses," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 10(4), pages 4640-4656, April.
    • Handle: RePEc:bcp:journl:v:10:y:2026:i:4:p:4640-4656
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