Digital Marketing Strategies and Social Entrepreneurship in Lusaka Province, Zambia

This study investigates the application and effectiveness of digital marketing strategies employed by social enterprises operating within Lusaka Province, Zambia. It examines the various digital tools and techniques utilized, their impact on achieving social and economic objectives, and the challenges and opportunities encountered in this context. The study used a mixed-methods approach, combining surveys and in-depth interviews, the research provided insights into the evolving landscape of social entrepreneurship and digital marketing in a developing in Zambia. The study used 140 respondents to make a study population which was drawn from total number of registered enterprises in Zambia by PACRA which is the board mandated to register businesses and organizations in Zambia. The research objectives focused on awareness, effectiveness, challenges, measuring social impact and government policies as major areas of concentration to achieve the results in digital marketing and social entrepreneurship study. The data collected was analyzed using descriptive and statistical analysis with the support of SPSS. Themes were presented as they emerged in the data analysis. The findings of the study showed that majority of the entrepreneurs were aware of the strategies and were using at least one of the digital marketing tool but most of them are struggling with reaching effectiveness, measuring social impact. The research explored the challenges and opportunities associated with digital marketing adoption in this context, drawing upon the Diffusion of Innovation Theory and Relationship Marketing Theory as its theoretical framework. Key findings reveal a growing adoption of social media and mobile-based marketing, yet significant barriers persists like lack of funding, illiteracy, lack of access to internet, infrastructure, electricity and bureaucracy in government policies. The study recommends strategies such as re-allocating marketing budget of funds for digital marketing, creating online brand community, developing social media performance matric, employing social media expert and investing in training and digital marketing knowledge. Conversely, the study showed that there was a significant influence of government policies on the relationship between digital marketing and social entrepreneurship. The findings contributed to a better understanding of how digital platforms can be leveraged to enhance the reach, impact, and sustainability of social ventures in Zambia and similar contexts.