Effect of Digital Marketing Adoption on Business Performance in Selected Hospitality Firms in Kitwe: A Literature Review

Abstract

This literature analysis examines the influence of digital marketing implementation on the performance of certain hospitality enterprises in Kitwe, Zambia. This study utilizes peer-reviewed journal articles, dissertations, and industry reports from 2015 to 2024 to ascertain the impact of digital marketing tools, including social media, email marketing, and online booking systems, on business performance metrics such as customer satisfaction, brand visibility, and revenue growth. The review employs the Technology Acceptance Model (TAM) and Resource-Based View (RBV) to analyze the determinants affecting the adoption and strategic use of digital platforms. Research indicates a favorable association between the adoption of digital marketing and firm success, while also identifying significant hurdles such as inadequate digital literacy, infrastructural limitations, and organizational reluctance. Recommendations encompass more empirical research, digital training initiatives, and supporting policy structures.