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

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 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.

Suggested Citation

  • Chanda Chipongoma & Dr. Austin Mwange, 2025. "A Multidimensional Review of Social Media Marketing Adoption Among MSMEs: Insights from Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 6(2).
    • Handle: RePEc:cwk:ajocsk:2025-41
    DOI: 10.59413/ajocs/v6.i2.7
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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
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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