Digital Content Strategy and Customer Engagement Among Micro and Small Enterprises in Urban and Peri-Urban Africa

Abstract

Micro and small enterprises (MSEs) represent vital engines of inclusive growth in sub-Saharan Africa, yet many struggle to translate mobile technology adoption into sustained customer engagement. This cross-sectional study examined how digital content strategies influence customer engagement among 2,129 MSEs across eight African countries (Kenya, Nigeria, Ghana, South Africa, Uganda, Rwanda, Tanzania, and Côte d’Ivoire). Utilising descriptive and multiple regression analyses on a multi-country dataset, the research investigated the effects of content formats (text, video, local language) and the moderating role of digital literacy training. Findings reveal that local-language content (β = 0.087, p < .01) and video-rich formats (β = 0.049, p < .05) are the strongest predictors of customer engagement, significantly outperforming posting frequency or multi-platform presence. Digital literacy training emerged as a significant moderator (β = 0.084, p < .01), amplifying the positive impact of sophisticated content approaches, while reliable internet access further strengthened these relationships. The results showed that engagement in mobile-dominant African markets depends primarily on cultural resonance and media richness rather than activity volume. Theoretically, the study extends media richness and technology acceptance frameworks by integrating localisation and human-capital contingencies in resource-constrained settings. Practically, MSE owners should prioritise vernacular communication, short-form video production, and accessible training programmes, whereas policymakers must scale digital literacy initiatives to enhance inclusive economic outcomes.

Keywords: Digital Content Strategy, Customer Engagement, Micro and Small Enterprises, Local Language Content, Video Content, Digital Literacy Training, Sub-Saharan Africa