Retail outlets in rural South African communities are increasingly concerned about sustainability. Many of these outlets are therefore adopting digital marketing as a means to assist with sustainability initiatives. The implementation of digital marketing within this context face challenges. These challenges therefore limit the full potential of digital marketing. This study therefore set out to assess the uptake of digital marketing among consumers in rural Flagstaff. Using a qualitative research approach, data was gathered through five focus-group discussions involving an average of six participants each. Thematic analysis of the data revealed a limited adoption of digital marketing by in Flagstaff, with some consumers admitting to never having used digital devices. The main barriers cited were inadequate internet access due to poor mobile network coverage and the absence of WiFi hotspots. To improve adoption rates, the study recommends enhancing network infrastructure, offering affordable data plans, and improving access to digital devices by rural consumers. These measures may aim to increase the utilisation of digital marketing initiatives within South African retail outlets.

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