Exploring the Challenges of Digital Marketing Adoption among Small and Medium Enterprises in Kabwe District, Zambia

Lenty Muchape, Simasiku Mwiya Mufalali, Regina Muduli and Mwila Kunda
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Lenty Muchape: Kwame Nkrumah University
Simasiku Mwiya Mufalali: Kwame Nkrumah University
Regina Muduli: Kwame Nkrumah University
Mwila Kunda: Kwame Nkrumah University

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

Abstract: Small and Medium Enterprises (SMEs) contribute significantly to employment creation, income generation, and economic development in Zambia. However, despite the growing importance of digital technologies, many SMEs continue to face challenges in adopting digital marketing tools that could enhance their competitiveness and business performance. This study explored the challenges affecting digital marketing adoption among SMEs in Kabwe District, Zambia. Guided by the Technology Acceptance Model (TAM), the study employed a qualitative approach and a descriptive research design. Data were collected through semi-structured interviews with ten purposively selected SME owners and managers drawn from different business sectors in Kabwe District. The data were analysed using thematic analysis. The findings revealed that Facebook and WhatsApp Business were the most commonly used digital marketing platforms because of their affordability, accessibility, and ease of use. However, SMEs encountered several barriers, including high internet costs, limited financial resources, inadequate digital marketing skills, poor internet connectivity, difficulties in creating professional content, cybersecurity threats, and intense competition on digital platforms. Although participants generally perceived digital marketing as beneficial for improving customer engagement, business visibility, market reach, and sales performance, these constraints limited its consistent and effective utilisation. The study concludes that positive perceptions of digital marketing do not automatically translate into effective adoption where financial, technological, and capability-related barriers persist. It recommends coordinated interventions involving government agencies, telecommunications providers, financial institutions, and business support organisations to expand practical digital marketing training, improve ICT infrastructure, reduce internet costs, strengthen cybersecurity awareness, and provide accessible financial support to SMEs.

Keywords: Digital Marketing Adoption; Small and Medium Enterprises; Technology Acceptance Model (search for similar items in EconPapers)
JEL-codes: L26 M31 O33 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsl:2026-056

DOI: 10.59413/ajocs/v7.i4.23

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