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From Technology Acceptance to SME Performance: The Mediating Role of Digital Marketing Adoption in Kabwe District, Zambia

Author

Listed:
  • Kaela, Wilson

    (Kwame Nkrumah University)

  • Muduli, Regina

    (Kwame Nkrumah University)

  • Mufalali, Simasiku Mwiya

    (Kwame Nkrumah University)

  • Lukonde, John

    (Kwame Nkrumah University)

Abstract

The increasing digitalization of business operations has made digital marketing a critical strategic tool for enhancing the competitiveness and performance of Small and Medium Enterprises (SMEs). However, limited empirical evidence exists on how technology acceptance translates into improved SME performance through digital marketing adoption in semi-urban emerging economies. This study examined the mediating role of digital marketing adoption in the relationship between technology acceptance and SME performance among SMEs in Kabwe District, Zambia. Anchored on the Technology Acceptance Model (TAM), the study adopted an explanatory cross-sectional research design. Data were collected from 384 SME owners and managers using a structured questionnaire and analysed using descriptive statistics, multiple regression, and mediation analysis. The findings revealed that perceived usefulness (β = 0.480, p

Suggested Citation

  • Kaela, Wilson & Muduli, Regina & Mufalali, Simasiku Mwiya & Lukonde, John, 2026. "From Technology Acceptance to SME Performance: The Mediating Role of Digital Marketing Adoption in Kabwe District, Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 7(4).
    • Handle: RePEc:cwk:ajocsl:2026-048
    DOI: 10.59413/ajocs/v7.i4.15
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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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