The impact of covid-19 on digital marketing adoption and adaptive strategies: a case study of small retail businesses in Mbare Mupedzanhamo, Zimbabwe (2020-2021). · Electronic Theses and Dissertations

Author

Chakavarika, Enock

Title

The impact of covid-19 on digital marketing adoption and adaptive strategies: a case study of small retail businesses in Mbare Mupedzanhamo, Zimbabwe (2020-2021).

Abstract

The COVID-19 pandemic has accelerated the adoption of digital marketing globally, transforming the way businesses operate and interact with customers. Small retail businesses faced significant challenges during the pandemic, including reduced foot traffic and changing consumer behaviors. Despite the growing importance of digital marketing in crisis management, there is a paucity of research on the adoption and adaptive strategies of small retail businesses in developing countries, particularly in Zimbabwe. This study aimed to investigate the impact of COVID-19 on digital marketing adoption and adaptive strategies among small retail businesses. The study was conducted in Mbare Mupedzanhamo, a high-density suburb in Harare, Zimbabwe. The target population consisted of small retail businesses operating in the area, with a sample of 100 businesses selected using a combination of stratified and random sampling techniques. The research employed a mixed-methods approach, combining both qualitative and quantitative data collection and analysis methods. Data was analyzed using descriptive statistics and thematic analysis. The study found that small retail businesses in Mbare Mupedzanhamo rapidly adopted digital marketing strategies, including social media marketing and online ordering, to adapt to the pandemic. The study also revealed that businesses with prior experience in digital marketing were better equipped to navigate the challenges posed by the pandemic. Furthermore, the study highlighted the importance of digital literacy and infrastructure in facilitating the adoption of digital marketing strategies. The results suggest that small retail businesses in Zimbabwe can leverage digital marketing to enhance their resilience and competitiveness in times of crisis. The study concludes that the COVID-19 pandemic has accelerated the digital transformation of small retail businesses in Zimbabwe. The study recommends that policymakers and business support organizations provide training and resources to enhance digital literacy and infrastructure among small retail businesses, enabling them to fully leverage the benefits of digital marketing.

Date

June 2025

Publisher

BUSE

Keywords

COVID-19 pandemic

digital marketing

Supervisor

Dr. E. Pedzisai