From Exposure to Intention: How Social Media Entrepreneurial Content Shapes Youth Entrepreneurial Intentions in Kabwe District, Zambia

Simasiku Mwiya Mufalali, Regina Muduli, Mukwalikuli Mundia, Kayaza Ngoma and Jimmy Sikachelela
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Simasiku Mwiya Mufalali: Kwame Nkrumah University
Regina Muduli: Kwame Nkrumah University
Mukwalikuli Mundia: Kwame Nkrumah University
Kayaza Ngoma: Kwame Nkrumah University
Jimmy Sikachelela: Chreso University

African Journal of Commercial Studies, 2026, vol. 7, issue 3

Abstract: This study examined how exposure to entrepreneurial content on social media shapes entrepreneurial intentions among youths in Kabwe District, Zambia. Grounded in the Theory of Planned Behavior (TPB), the study investigated the effects of social media entrepreneurial exposure, entrepreneurial self-efficacy, attitude toward entrepreneurship, subjective norms and perceived behavioral control on entrepreneurial intentions. An explanatory cross-sectional research design was adopted and data were collected from 253 youths using a structured self-administered questionnaire. Multiple regression analysis was employed to examine the relationships between the study variables. The findings revealed that entrepreneurial self-efficacy, attitude toward entrepreneurship and subjective norms have positive and statistically significant effects on entrepreneurial intentions. Among these variables, attitude toward entrepreneurship emerged as the strongest predictor of entrepreneurial intentions. In contrast, social media entrepreneurial exposure and perceived behavioral control exhibited positive but statistically insignificant effects on entrepreneurial intentions. The findings suggest that while social media exposure alone may not directly stimulate entrepreneurial intentions, it can indirectly shape entrepreneurial aspirations by influencing youths’ confidence, attitudes and social perceptions toward entrepreneurship. The study contributes to the growing literature on digital entrepreneurship and youth entrepreneurial behavior in emerging economies by providing context-specific evidence from Zambia. The study recommends strengthening entrepreneurial content quality on social media platforms, promoting entrepreneurship mentorship programs and enhancing youth entrepreneurial self-efficacy through practical entrepreneurship education and digital entrepreneurial engagement initiatives.

Keywords: Social Media Exposure; Entrepreneurial Intentions; Youth Entrepreneurship (search for similar items in EconPapers)
JEL-codes: L26 M13 O35 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsl:2026-013

DOI: 10.59413/ajocs/v7.i3.42

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