Branding Activities and Meaningful Livelihood Outcomes among Solopreneurs in Tanzania: A Moderation of Contextual Factors

Abstract

CRN, Charles Raphael* and Grace Elihaki Idinga

Solopreneurs make up a growing share of Tanzania’s enterprise landscape, yet many continue to face fragile and uncertain livelihoods. This study investigates how branding activities contribute to more meaningful livelihood outcomes for solopreneurs, including income stability, client continuity, autonomy, and a sense of dignity in work. Drawing on the Resource-Based View, Signaling Theory, and the Sustainable Livelihoods Framework, the study conceptualises branding not simply as a promotional function but as a strategic capability that helps entrepreneurs build trust and identity in competitive informal markets. Using a cross-sectional survey of 400 solopreneurs across six major cities, the study employed PLS-SEM to test both direct effects and the moderating roles of digital connectivity, regulatory burden, gendered constraints, and market turbulence. The results show that branding activities significantly enhance livelihood outcomes; however, the strength of this relationship depends heavily on contextual conditions. Digital connectivity and market turbulence amplify branding’s positive effect, while regulatory burdens and gendered constraints weaken it. These findings highlight that entrepreneurial success is shaped not only by individual effort but also by the structure of the environment in which entrepreneurs operate. The study emphasizes the need for supportive digital infrastructure, streamlined regulatory systems, and gender-inclusive enterprise development approaches. It concludes with recommendations for policy, training, and further research in advancing resilient and equitable solopreneur livelihoods.

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