Digital Marketing in Emerging Economies: A Comparative Study of Consumer Engagement Strategies in Nigeria and South Africa

This article used a comparative systematic review to examine the key consumer engagement (CE) strategies within the distinct DM landscapes of Nigeria and South Africa (SA). It also investigated the cultural, economic, and technological influences affecting the strategies in both countries. The study involved systematic research of Google Scholar, ResearchGate, Scopus, other internet-based data and publications, and secondary data from grey literature. Boolean string search protocols were used to address the research questions raised in the study. Inclusion and exclusion criteria were applied to ensure rigour and comprehensiveness and to reduce publication bias. Data from twenty-five (25) primary studies (13 for Nigeria and 12 for South Africa) indicated that social media is a primary engagement tool; mobile and email marketing are also used, although not as prominent as social media. Similarities and differences in both country’s engagement strategies were examined. Additionally, the study identifies the cultural differences, economic gap, and technological divide in both countries as major factors that influence engagement. The findings provide valuable implications for marketers that aim to optimise their strategies in emerging markets. These highlight the need to implement culturally adaptive strategies, leverage mobile penetration opportunities, consider economic sensitivities, bridge the digital divide, foster technological acceptance, and adopt ethical and sustainable marketing practices.