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

Wilson Kaela, Regina Muduli, Simasiku Mwiya Mufalali and John Lukonde
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Wilson Kaela: Kwame Nkrumah University
Regina Muduli: Kwame Nkrumah University
Simasiku Mwiya Mufalali: Kwame Nkrumah University
John Lukonde: Kwame Nkrumah University

African Journal of Commercial Studies, 2026, vol. 7, issue 4

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

Keywords: Technology Acceptance Model; Digital Marketing Adoption; SME Performance; Zambia (search for similar items in EconPapers)
JEL-codes: L26 M15 M31 O33 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsl:2026-048

DOI: 10.59413/ajocs/v7.i4.15

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