Relying on what they know: marketing communication tools and female entrepreneurs in developing countries

Purpose Practical marketing communication tools (MCT) drive business growth and serve as catalysts that empower companies to connect with their target audience, cultivate brand awareness, nurture customer engagement, and fortify overall competitiveness. The pervasive influence of technology, especially within digital platforms and social media, has wrought a global transformation in marketing communication practices by providing entrepreneurs unprecedented avenues to articulate their brand message to existing and potential customers. This study aims to explore the MCTs that female entrepreneurs in sub-Saharan Africa invest in their marketing resources and why those tools are selected. Design/methodology/approach This study used a qualitative method of 35 in-depth interviews to collect data, which was analyzed via the thematic approach. Findings The findings discovered that female entrepreneurs engage in six MCTs, including point-of-sale display, word-of-mouth, seeded/influencer marketing campaigns, traditional and social media advertising and ambulatory marketing. The adoption of any of these MCTs is motivated by financial and non-financial causes, such as the cost of adoption of the MCT, the awareness/unawareness of the existence of a particular MCT and the age and literacy level of the female entrepreneur. Practical implications The study highlights the importance of female entrepreneurs’ resources, including human capital, in running their ventures. It also highlights the roles that age and literacy levels play in their selection and adoption of MCT. Originality/value The main value of this research is its contribution to bringing to the fore some MCTs used by female entrepreneurs in developing countries.