The role of telecommunications sectors in digital marketing in Afghanistan: a conceptual paper

Jami, Inam Haq and Jan, Muhammad Tahir (2026) The role of telecommunications sectors in digital marketing in Afghanistan: a conceptual paper. Journal of Islamic Management Studies, 9 (1). pp. 172-182. E-ISSN 2600-7126

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Abstract

The telecommunications sector is rapidly becoming the backbone of digital transformation, particularly in developing economies such as Afghanistan, where connectivity can transform business and consumer interactions. This study examines the direct impact of telecoms on the expansion of digital marketing in the country, facilitated by mobile technologies and increased internet access. Businesses have greater opportunities to implement contemporary marketing techniques, as more individuals have access to reasonably priced mobile services and internet connectivity. From small businesses to large enterprises, the presence of digital platforms opens new ways to connect with consumers, build brand awareness, and expand market reach beyond traditional borders. Whereas there are challenges to growing digital marketing potential. There are still gaps in Afghanistan's telecommunications infrastructure, including inadequate internet coverage, affordability issues, and socioeconomic disparities, which hinder equitable access to digital tools. Furthermore, cultural and legal considerations impact the effectiveness of digital marketing in this setting. Despite these challenges, the increasing use of smartphones and internet platforms points to a promising future in which businesses can leverage connectivity to foster entrepreneurship, innovation, and consumer engagement. In summary, the telecommunications industry not only enables communication but also lays the groundwork for Afghanistan's transition to a more digitized and competitive market economy.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Telecommunications, Digital Marketing in Afghanistan, Mobile Technology, Internet Penetration.
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User:	Prof. Muhammad Tahir Jan
Date Deposited:	15 Oct 2026 15:03
Last Update:	15 Oct 2026 15:03
Queue Number:	2026-10-Q5624
URI:	http://irep.iium.edu.my/id/eprint/131963
Indexed In:	Google Scholar

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