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Adoption Without Strategy: The Strategy Implementation Gap in SME Digital Marketing in Zambia's Secondary Cities

Author

Listed:
  • Sichinga, Cornelius

    (Mulungushi University)

  • Chungu, Kelly

    (Mulungushi University)

Abstract

Small and Medium Enterprises (SMEs) in developing economies are rapidly adopting digital marketing platforms, yet the gap between adoption and strategic utilization remains critically under researched. This study examines the strategy implementation gap in digital marketing among 101 SMEs in Kabwe, Zambia, using a convergent parallel mixed methods design integrating survey data and 12 semi-structured interviews. The findings reveal a significant 33 percentage point gap between basic digital tool adoption (75.2% use visuals) and strategic optimization (41.6% adjust strategies based on results). While 89.1% of SMEs use WhatsApp and 82.2% use Facebook, only 22.8% post daily, 21.8% respond to customers within one hour, and 16.8% invest in paid advertising. Content strategies remain overwhelmingly transactional product posts (80.0%) and promotions (37.9%) dominate, while educational content (17.9%) and testimonials (13.7%) are underutilized. Regression analyses reveal that content quality perception (β=0.593, p

Suggested Citation

  • Sichinga, Cornelius & Chungu, Kelly, 2026. "Adoption Without Strategy: The Strategy Implementation Gap in SME Digital Marketing in Zambia's Secondary Cities," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 7(4).
    • Handle: RePEc:cwk:ajocsl:2026-044
    DOI: 10.59413/ajocs/v7.i4.10
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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
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • 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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