Entrepreneurial Integration of Sub-Saharan Migrants in Morocco Through Social Networks: State of Knowledge and Analytical Frameworks

The Migration patterns, into and out of Morocco, have witnessed a significant shift during the past twenty years. The country is no longer just a temporary or transitory stopover - it has come to be sometimes a destination in and of itself. The new noticeable and significant pattern witnessed was the rise of young individuals from sub-Saharan Africa choosing to remain in Morocco. However, it is not always born out of pure preference; sometimes it is due to circumstances that provide no alternative. After making the decision to settle, these migrants find themselves facing a labor market that is largely inaccessible to them. Subsequently, many shifts to informal entrepreneurship as a means to survive. This article will examine and look into, from a theoretical perspective, how sub-Saharan migrant entrepreneurs in Morocco make use of the new digital social networks - Facebook, WhatsApp Business, Instagram, and TikTok - as mediums of economic and social integration. This article, however, does not go about offering field data; the research introduces an analytical framework focused on three interconnected dimensions. The three main dimensions we are concerned about are: digital anchoring, digital social capital, and digital legitimacy. This approach to the topic is largely based on the mixed embeddedness model by Kloosterman & Rath (2001), social capital theory by Bourdieu (1986) and Putnam (2000), and finally the work on entrepreneurial legitimacy by Aldrich&Fiol (1994). The article´s findings highlight how social media platforms perform more than just a communication tool for these new migrant entrepreneurs. In fact, they operate as a hybrid milieu or sphere where local and global dynamics converge and mingle, where community connections are built and maintained, and where alternative types of professional validation are reached despite the lack of formal institutional acknowledgement. Simultaneously, we emphasize the boundaries of this digital integration: the ongoing existence of the digital divide, the lack of transparency in algorithms, and the vulnerability of online reputations serve as a reminder that digital technology does not inherently foster inclusion. This research adds to the increasing literature on migrant entrepreneurship in the Global South and paves the way for further empirical studies within the Moroccan setting. It also has practical significance for public entities and support organizations engaged in the economic integration of migrants in a rapidly changing digital environment.