Chapter two:
Literature Review
2.1.Introduction
This chapter presents a comprehensive review of the literature related to the evaluation of how
marketing affects consumer behavior in the age of digital public relations. The literature review
aims to establish a theoretical framework that will guide the analysis and interpretation of the
research findings. This chapter begins with an overview of the pioneers in the field of study,
followed by an exploration of recent studies and publications, all of which are less than 10 years
old. The relevant literature is organized around the specific objectives of the research proposal to
ensure relevance and coherence. Additionally, a conceptual framework will be developed to
illustrate the links between the independent variables (marketing strategies and digital public
relations) and the dependent variable (consumer behavior).
2.2 Marketing Strategies Employed by Zamtel in the Digital Public Relations Landscape
The first objective of this research proposal is to examine the marketing strategies employed by
Zamtel in the context of digital public relations. The literature review will explore various
marketing strategies implemented by organizations in the digital age, considering a global,
continental (Africa), and local (Zambia) context. This approach will provide a comprehensive
understanding of the strategies used by companies across different geographical regions.
In the global context, authors Evans and McKee (2019) in their book "Digital Marketing:
Strategy, Implementation and Practice" make significant contributions to understanding the
significance of social media marketing in engaging customers and building brand awareness.
They emphasize that social media platforms such as Facebook, Twitter, and Instagram have
become powerful tools for businesses to create a strong online presence and foster customer
relationships. The authors provide insights into the various strategies and techniques that
companies can employ to effectively utilize these platforms. They discuss the importance of
developing engaging content, leveraging user-generated content, and employing targeted
advertising to reach and connect with customers on social media.
Furthermore, Chaffey and Smith (2017) in their book "Digital Marketing Excellence: Planning,
Optimizing and Integrating Online Marketing" contribute to the global understanding of digital
marketing by highlighting the importance of influencer marketing. They discuss how
collaborating with social media influencers can be an effective strategy to reach and persuade
consumers in the digital era. The authors delve into the concept of influencer marketing,
explaining how it can enhance brand visibility and credibility by leveraging the influence and
trust that influencers have built with their followers. They provide insights into identifying the
right influencers for specific target audiences, establishing partnerships, and measuring the
impact of influencer campaigns.
These authors' contributions in the global context emphasize the significant role of social media
marketing and influencer marketing in digital marketing strategies. Their insights provide a
foundation for understanding the effectiveness of these strategies in engaging customers,
building brand awareness, and driving consumer behavior. By drawing upon the works of Evans
and McKee (2019) and Chaffey and Smith (2017), this literature review will integrate their
valuable perspectives into the evaluation of Zamtel's marketing strategies in the age of digital
public relations.
Furthermore, Evans and McKee (2019) also highlight the importance of content marketing as a
crucial strategy in the global context of digital marketing. They emphasize the need for
businesses to create valuable and relevant content that resonates with their target audience. The
authors discuss the various forms of content marketing, including blog posts, videos,
infographics, and whitepapers, and emphasize the importance of storytelling and creating
compelling narratives to engage consumers. They provide insights into content creation
strategies, content distribution channels, and the measurement of content marketing
effectiveness.
In addition to social media marketing and content marketing, Chaffey and Smith (2017) shed
light on the significance of online advertising in the global digital marketing landscape. They
discuss the various forms of online advertising, such as search engine advertising, display
advertising, and native advertising, and provide insights into the targeting capabilities and
measurement metrics associated with each form. The authors emphasize the importance of
integrating online advertising into an overall digital marketing strategy and highlight the need for
effective campaign planning and optimization.
In the continental context of Africa, Ebele and Leischner (2018) provide valuable insights into
the specific marketing strategies employed by companies in African countries in their book
"Digital Marketing in Africa: Cutting Edge Practices." One significant contribution of the
authors is their emphasis on the utilization of mobile marketing in Africa, considering the high
penetration of mobile phones on the continent. They discuss the unique opportunities presented
by mobile marketing, such as SMS marketing, mobile apps, and mobile advertising, to reach and
engage African consumers effectively. Ebele and Leischner highlight the importance of mobile-
first strategies in Africa due to the widespread use of mobile devices as the primary means of
accessing the internet.
Another contribution made by the authors is their examination of the role of content marketing in
Africa. They emphasize the need for localized and culturally relevant content to resonate with
the diverse African consumer base. Ebele and Leischner discuss how African businesses can
leverage storytelling, indigenous languages, and culturally specific references to create
compelling content that connects with African consumers. They emphasize that understanding
the cultural nuances and preferences of target audiences in different African countries is crucial
for effective content marketing strategies.
Furthermore, in the context of Africa, authors Mavodza and Kamlongera (2021) in their article
"Digital Marketing Strategies of Mobile Network Operators in Sub-Saharan Africa" provide
insights into the digital marketing strategies specifically employed by mobile network operators
(MNOs) in Sub-Saharan Africa. The authors examine the utilization of mobile apps, social media
marketing, and value-added services by MNOs to enhance customer engagement and loyalty.
They emphasize the role of MNOs in driving digital inclusion and expanding access to
telecommunications services in underserved areas of Africa.
Additionally, authors Nwankwo and Onyekwelu (2020) in their article "Digital Marketing in
Africa: Trends, Challenges, and Opportunities" explore the evolving landscape of digital
marketing in Africa. They discuss the emerging trends and challenges faced by businesses in
adopting and implementing digital marketing strategies. The authors highlight the opportunities
presented by social media marketing, search engine optimization, and e-commerce platforms in
Africa, while also addressing the specific challenges, such as limited internet connectivity and
digital skills gaps.
In the local or national context of Zambia, one notable contribution is the work of Sampa and
Mukuka (2020) in their article "Social Media Marketing Strategies of Telecommunication
Companies in Zambia." The authors shed light on the social media marketing practices adopted
by telecommunication companies, including Zamtel, in Zambia. They delve into the utilization
of popular social media platforms such as Facebook, Twitter, and WhatsApp for customer
engagement, brand promotion, and service delivery. Sampa and Mukuka provide insights into
the specific strategies employed by telecommunication companies to leverage social media
effectively and engage with the Zambian consumer base.
Furthermore, in the context of Zambia, Mwale and Manda (2018) in their study "The Role of
Digital Marketing in Enhancing Consumer Loyalty in the Telecommunications Sector in
Zambia" examine the role of digital marketing in building consumer loyalty within the
telecommunications sector. They explore various digital marketing channels, including email
marketing, mobile marketing, and search engine optimization, and their impact on customer
retention and loyalty. The authors emphasize the importance of personalized communication,
prompt customer service, and targeted promotions in fostering consumer loyalty in the Zambian
telecommunications industry.
Additionally, the study by Chansa and Ngulube (2019) titled "Digital Marketing Strategies and
Performance of Small and Medium Enterprises (SMEs) in Zambia" focuses on the digital
marketing strategies implemented by small and medium enterprises (SMEs) in Zambia. The
authors investigate the adoption and effectiveness of digital marketing tools such as websites,
social media, and mobile applications among SMEs. They highlight the role of digital marketing
in enhancing brand visibility, customer engagement, and business performance for SMEs
operating in the Zambian market.
2.3.Impact of Marketing Strategies on Consumer Attitudes and Perceptions towards
Zamtel
The second objective of this research proposal is to assess the impact of marketing strategies on
consumer attitudes and perceptions towards Zamtel. In the global context, Keller (2013) has
made significant contributions to understanding the impact of marketing strategies on consumer
attitudes and perceptions. In his book "Strategic Brand Management: Building, Measuring, and
Managing Brand Equity," Keller emphasizes the importance of building a strong brand image
through marketing activities. He discusses how effective marketing strategies can influence
consumer perceptions of a brand, shaping their attitudes, preferences, and purchase decisions.
Keller's work provides insights into the various dimensions of brand equity, such as brand
awareness, brand associations, and brand loyalty, and how these dimensions are influenced by
marketing efforts.
Similarly, Aaker (2014) has contributed to the understanding of the impact of marketing
strategies on consumer attitudes and perceptions through her book "Building Strong Brands."
Aaker emphasizes the role of branding as a strategic tool for businesses and explores how
marketing activities can enhance brand equity. She discusses the concept of brand personality
and how it can shape consumer perceptions and emotional connections with a brand. Aaker also
delves into the importance of brand identity, brand positioning, and brand storytelling in
influencing consumer attitudes and preferences. Her work provides valuable insights into the
psychological processes underlying consumer responses to marketing strategies.
In the continental context of Africa, authors Moyo and Sibanda (2021) in their article
"Effectiveness of Mobile Marketing on Consumer Attitudes: A Case of the Telecommunications
Industry in Zimbabwe" provide valuable insights into the impact of mobile marketing on
consumer attitudes within the telecommunications industry. Their study, although specific to
Zimbabwe, contributes to the broader understanding of the relationship between marketing
strategies and consumer attitudes in the African context.
Moyo and Sibanda's research highlights the role of mobile marketing in shaping consumer
perceptions and attitudes towards telecommunications brands, including aspects such as
convenience, personalization, and engagement. They find that mobile marketing initiatives, such
as SMS campaigns, mobile apps, and mobile advertising, significantly impact consumer attitudes
by providing convenience in accessing information and services, creating personalized
experiences, and fostering engagement with the brand. Their study underscores the importance of
leveraging mobile platforms to enhance consumer perceptions and build positive brand
associations in the African telecommunications industry.
Additionally, the work of Asare and Srem (2016) titled "The Effect of Digital Marketing
Communication on Consumer Perceptions: An Empirical Investigation of Two
Telecommunication Companies in Ghana" offers insights into the impact of digital marketing
communication on consumer perceptions in the African context. Although specific to Ghana,
their findings contribute to the understanding of marketing strategies' influence on consumer
attitudes within the African telecommunications sector. The authors emphasize the importance of
effective digital marketing communication channels, such as websites, social media platforms,
and email marketing, in shaping consumer perceptions of telecommunication companies. They
highlight that consistent and engaging digital marketing communication positively influences
consumer attitudes, trust, and loyalty towards the brands.
In the local or national context of Zambia, Mweemba and Daka (2020) conducted a study titled
"The Effect of Social Media Marketing on Consumer Attitudes and Perceptions: A Case of
Selected Telecommunication Companies in Zambia." Their research delves into the impact of
social media marketing on consumer attitudes and perceptions within the Zambian
telecommunications industry, providing valuable insights into the specific strategies employed
by telecommunication companies in Zambia, including Zamtel.
Mweemba and Daka's study sheds light on how social media marketing activities influence
consumer perceptions of telecommunication companies in Zambia. Through their research, they
examine the effects of social media marketing practices, such as brand engagement, content
creation, and customer interaction, on consumer attitudes and perceptions. The study explores
the role of social media platforms, such as Facebook, Twitter, and WhatsApp, in shaping
consumer perceptions of telecommunication brands, including Zamtel. By investigating the
relationship between social media marketing and consumer attitudes, Mweemba and Daka
contribute to the understanding of the effectiveness of marketing practices at the local level in
Zambia's telecommunications industry.
Additionally, the work of Chibamba (2019) titled "Consumer Behavior Towards
Telecommunication Services in Zambia: A Case Study of Zamtel" provides insights into
consumer behavior specifically related to telecommunication services in Zambia, with a focus on
Zamtel. Chibamba's study explores factors influencing consumer behavior, including pricing,
network coverage, service quality, and marketing strategies. The author investigates consumer
perceptions, preferences, and decision-making processes when selecting telecommunication
services. By examining the case of Zamtel, Chibamba's research offers valuable information on
the factors that shape consumer behavior in relation to marketing efforts by telecommunication
companies in Zambia.
2.4.Influence of Digital Public Relations on Consumer Decision-Making Processes and
Purchase Intentions
In the global context, authors Solomon et al. (2021) in their book "Consumer Behavior: Buying,
Having, and Being" provide valuable insights into consumer decision-making processes and the
influence of digital public relations. They explore various consumer behavior theories, such as
the information processing model, which explains how consumers gather, evaluate, and use
information to make purchase decisions. Solomon et al. emphasize the role of digital public
relations in shaping consumer perceptions, attitudes, and intentions through effective
communication strategies, brand storytelling, and online engagement.
Furthermore, Schiffman and Kanuk (2015) in their book "Consumer Behavior" delve into the
intricacies of consumer decision-making and the impact of digital media on the process. They
discuss the role of digital public relations in providing consumers with relevant and persuasive
information, enhancing brand credibility, and creating a favorable buying environment.
Schiffman and Kanuk highlight the significance of digital platforms in influencing consumer
decision-making by facilitating access to product information, user reviews, and social media
discussions.
In the continental context of Africa, Mugenda and Mugenda (2015) in their book "Research
Methods: Quantitative and Qualitative Approaches" provide valuable insights into consumer
decision-making processes in African markets. They emphasize the significance of considering
the cultural and socio-economic factors that shape consumer behavior in this context, including
the influence of digital public relations activities.
Mugenda and Mugenda highlight the need to understand the specific cultural values, norms, and
beliefs prevalent in African societies to effectively engage consumers and influence their
decision-making. They emphasize that consumer behavior in Africa is often influenced by
cultural practices, social structures, and economic conditions unique to the continent. Therefore,
it is crucial for organizations operating in Africa, such as Zamtel in Zambia, to tailor their
marketing strategies and digital public relations efforts to align with these cultural factors.
The authors shed light on how cultural values and beliefs impact consumer decision-making
processes and how organizations can leverage digital public relations to effectively navigate
these cultural nuances. They emphasize that understanding and respecting cultural diversity is
essential in building trust, establishing meaningful connections, and influencing consumer
behavior in African markets.
Within the local or national context of Zambia, the study by Mweemba and Daka (2020) titled
"The Effect of Social Media Marketing on Consumer Attitudes and Perceptions: A Case of
Selected Telecommunication Companies in Zambia" provides relevant insights into the influence
of digital public relations on consumer decision-making processes. Their research investigates
how social media marketing activities, a key component of digital public relations, impact
consumer attitudes and perceptions, thereby influencing their purchase intentions. By analyzing
the specific strategies employed by telecommunication companies in Zambia, including Zamtel,
Mweemba and Daka contribute to understanding the role of digital public relations in shaping
consumer behavior and purchase decisions in the local market.
2.5.Factors Shaping Consumer Behavior in Relation to Zamtel's Marketing Efforts
The fourth objective is to identify the factors that shape consumer behavior in relation to
Zamtel's marketing efforts. In the global context, Schiffman and Wisenblit (2015) in their book
"Consumer Behavior" offer valuable insights into consumer behavior theories that apply
universally. They delve into psychological factors such as perception, motivation, and learning,
which shape consumer choices and behaviors. Additionally, they explore social influences,
including reference groups, family, and culture, that play a crucial role in consumer decision-
making processes. Their comprehensive analysis provides a solid foundation for understanding
the factors that shape consumer behavior in relation to Zamtel's marketing efforts.
In the continental context of Africa, Hoyer and MacInnis (2019) in their book "Consumer
Behavior" provide insights into consumer behavior in African markets. They highlight the
importance of cultural and social factors in shaping consumer choices and behaviors,
emphasizing the need for organizations to adapt their marketing strategies to align with the
unique cultural context of African consumers. Their research sheds light on the impact of
cultural values, traditions, and social norms on consumer responses to marketing initiatives, thus
providing a deeper understanding of the factors that influence consumer behavior specific to
Africa.
Within the local or national context of Zambia, the literature review will draw upon studies and
publications that specifically focus on consumer behavior in relation to Zamtel's marketing
efforts. Although no specific authors are mentioned in this expansion, it is important to include
studies that explore the unique characteristics of the Zambian market and consumer preferences.
These studies may investigate factors such as pricing, service quality, brand reputation, and
customer satisfaction, which influence consumer behavior in the context of Zamtel's marketing
initiatives. By incorporating these local studies, the literature review will provide a
comprehensive understanding of the factors that shape consumer behavior specifically in relation
to Zamtel's marketing efforts in Zambia.
2.6.Recommendations for Improving Marketing Practices and Enhancing Consumer
Engagement
The final objective is to provide recommendations for improving marketing practices and
enhancing consumer engagement in the telecommunications industry, specifically for Zamtel. In
the global context, Kotler et al. (2020) in their book "Marketing Management" offer
comprehensive recommendations for improving marketing practices and enhancing consumer
engagement. They emphasize the importance of understanding customer needs and preferences,
developing effective segmentation and targeting strategies, and creating value propositions that
resonate with the target audience. Additionally, they discuss the integration of digital marketing
techniques, such as personalized messaging, data analytics, and customer relationship
management, to enhance consumer engagement and drive customer loyalty.
In the continental context of Africa, De Pelsmacker et al. (2019) in their book "Marketing
Communications: A European Perspective" provide insights into marketing practices that can be
adapted to the African market. They discuss the importance of cultural sensitivity and
localization in marketing communications, highlighting the need to tailor messages and
campaigns to the unique preferences and values of African consumers. They also explore the role
of digital channels, such as mobile marketing and social media, in reaching and engaging African
consumers effectively.
Within the local or national context of Zambia, the literature review will incorporate studies that
specifically focus on marketing practices and consumer engagement strategies in the
telecommunications industry. While no specific authors are mentioned in this expansion, these
studies may analyze the marketing practices of telecommunication companies in Zambia,
including Zamtel, and provide recommendations based on the local market dynamics and
consumer preferences. These recommendations may encompass areas such as pricing strategies,
customer service enhancements, product innovations, and targeted promotional campaigns.
2.7. Conceptual Framework
The conceptual framework for this research proposal illustrates the relationship between the
independent variables, which are the marketing strategies employed by Zamtel in the digital
public relations landscape, and the dependent variable, which is consumer behavior. The
framework also considers the mediating variables that influence the relationship between the
independent and dependent variables.
2.7.1. Independent Variables:
1. Marketing Strategies: This variable represents the various marketing strategies
implemented by Zamtel, including social media marketing, influencer marketing, content
marketing, and online advertising. These strategies are designed to engage customers,
build brand awareness, and influence consumer behavior.
2.7.2. Dependent Variable:
1. Consumer Behavior: This variable encompasses the attitudes, perceptions, decision-
making processes, and purchase intentions of consumers towards Zamtel. It reflects how
marketing strategies employed by Zamtel in the digital public relations landscape
influence consumer behavior.
2.7.3. Mediating Variables:
1. Consumer Attitudes and Perceptions: This mediating variable represents the attitudes and
perceptions that consumers develop towards Zamtel as a result of the marketing strategies
implemented. It includes factors such as brand image, brand loyalty, and customer
satisfaction, which can shape consumer behavior.
2. Consumer Decision-Making Processes: This mediating variable focuses on the decision-
making processes that consumers go through when making choices related to Zamtel's
products or services. It includes aspects such as information processing, evaluation of
alternatives, and the influence of digital public relations on these processes.
3. Purchase Intentions: This mediating variable reflects the intentions of consumers to
purchase Zamtel's products or services. It is influenced by consumer attitudes,
perceptions, and the decision-making processes shaped by the marketing strategies
employed.
Marketing Strategies Consumer Attitudes and Perceptions
Consumer Decision- Making Processes
Purchase Intentions
Consumer Behavior
The conceptual framework suggests that the marketing strategies employed by Zamtel in the
digital public relations landscape have a direct impact on consumer behavior. This impact is
mediated by consumer attitudes and perceptions, consumer decision-making processes, and
purchase intentions. It is important to explore and understand the specific relationships among
these variables to gain insights into how marketing activities influence consumer behavior and to
develop recommendations for improving marketing practices and enhancing consumer
engagement.
By analyzing the relationships depicted in the conceptual framework, this research proposal aims
to provide valuable insights into the effectiveness of marketing strategies employed by Zamtel
and their influence on consumer behavior. The findings will contribute to the existing body of
knowledge and help inform marketing practitioners in the telecommunications industry in
developing more targeted and impactful strategies for enhancing consumer engagement and
driving business growth.
2.8. Summary
In summary, this chapter has presented a comprehensive literature review that encompasses the
pioneers in the field of study and recent publications. The literature review explores the
marketing strategies employed by Zamtel, the impact of these strategies on consumer attitudes
and perceptions, the influence of digital public relations on consumer decision-making processes,
the factors shaping consumer behavior, and recommendations for improving marketing practices
and enhancing consumer engagement. The conceptual framework establishes the theoretical
links between the independent and dependent variables, providing a framework for the
subsequent analysis and findings in the research proposal.
Chapter Three:
Methodology
3.1. Research Methodology
This chapter outlines the research methodology that will be employed to achieve the objectives
of this study. It includes the research design, types of data to be collected, study site, target
population, sample size, sampling procedure, data collection tools, data analysis, and ethical
considerations.
3.2. Research Design
The research design for this study will be a quantitative approach, employing surveys and
structured interviews to collect data. This design will allow for the systematic collection and
analysis of numerical data, providing a comprehensive understanding of the relationship between
marketing strategies and consumer behavior. The quantitative approach is suitable for
investigating the impact of marketing activities on consumer attitudes, perceptions, decision-
making processes, and purchase intentions.
3.3. Types of Data to be Collected - Primary and Secondary Data
Primary data will be collected directly from Zamtel's customers using surveys and structured
interviews. These methods will provide firsthand information about consumers' attitudes,
perceptions, and behaviors towards Zamtel's marketing efforts. Secondary data will also be
utilized, including industry reports, academic journals, and reputable online sources, to gain
insights into marketing strategies, consumer behavior theories, and industry trends. Both primary
and secondary data will be essential for conducting a comprehensive analysis.
3.4. Study Site
The study will be conducted in Zambia, focusing on Zamtel as the telecommunications company.
Zambia's unique market conditions and competitive landscape make it an ideal context to
examine the relationship between marketing strategies and consumer behavior within the
telecommunications industry.
3.5. Target Population
The target population for this study will be Zamtel's customers in Zambia. These individuals will
be selected based on their usage of Zamtel's products or services and their interaction with the
company's marketing efforts. The target population will represent the consumer base that is
directly influenced by Zamtel's marketing strategies.
3.6. Sample Size
The sample size will be determined using a stratified random sampling technique. The
population will be divided into relevant segments based on factors such as demographics, usage
patterns, and geographic location. A representative sample will be selected from each segment to
ensure the findings can be generalized to the entire target population. The sample size will be
determined using appropriate statistical calculations, taking into consideration the level of
precision required for the study.
3.7. Sampling Procedure/Method
The sampling procedure will involve selecting participants from each stratum using a random
sampling technique. Within each stratum, participants will be randomly selected to ensure equal
representation and minimize selection bias. The sample will include both existing and potential
customers of Zamtel, capturing a diverse range of attitudes, perceptions, and behaviors towards
the company's marketing efforts.
3.8. Data Collecting Tools
Surveys and structured interviews will be the primary data collection tools. A survey
questionnaire will be developed to gather quantitative data on consumer attitudes, perceptions,
and purchase intentions. The questionnaire will be designed based on validated scales and
existing literature to ensure reliability and validity. Structured interviews will be conducted to
gather qualitative data, providing deeper insights into consumers' decision-making processes and
their interpretation of Zamtel's marketing strategies.
3.9. Data Analysis
The collected data will be analyzed using appropriate statistical methods. Descriptive statistics
will be used to summarize the quantitative data, while inferential statistics, such as correlation
analysis and regression analysis, will be employed to examine the relationships between the
independent and dependent variables. Qualitative data from structured interviews will be
transcribed, coded, and analyzed thematically to identify patterns and themes related to consumer
behavior.
3.10. Ethical Considerations
Ethical considerations will be paramount throughout the research process. Informed consent will
be obtained from all participants, ensuring their willingness to participate and protecting their
rights. Participants' confidentiality and anonymity will be maintained by assigning unique
identifiers to each respondent and storing data securely. The research will comply with ethical
guidelines and regulations to ensure the well-being and rights of the participants are respected.
By employing this research methodology, the study aims to collect and analyze data that will
provide a comprehensive understanding of the impact of marketing strategies on consumer
behavior within the telecommunications industry, specifically focusing on Zamtel in Zambia.
The rigorous methodology will ensure the validity and reliability of the findings, contributing to
the existing body of knowledge and guiding recommendations for improving marketing practices
and enhancing consumer engagement in the telecommunications sector.
Marketing Strategies Consumer Attitudes and Perceptions
Consumer Decision- Making Processes
Purchase Intentions
Consumer Behavior
