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Methodological and Philosophical Approaches to Social Media Marketing Adoption Studies: A Review

Author

Listed:
  • 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)

Abstract

Social media marketing (SMM) has become a pivotal area of inquiry in business research, especially among Micro, Small, and Medium Enterprises (MSMEs) in developing economies. This article reviews dominant research philosophies—positivism, interpretivism, and pragmatism—and evaluates methodological designs, including qualitative, quantitative, and mixed-methods approaches. It also explores data collection techniques commonly used in SMM research and assesses their alignment with research objectives. The paper concludes by advocating for methodological pluralism and philosophical flexibility to better capture the multifaceted realities of SMM adoption.

Suggested Citation

  • Chanda Chipongoma & Dr. Austin Mwange, 2025. "Methodological and Philosophical Approaches to Social Media Marketing Adoption Studies: A Review," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 6(1).
    • Handle: RePEc:cwk:ajocsk:2025-32
    DOI: 10.59413/ajocs/v6.i.1.16
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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • C18 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Methodolical Issues: General

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