The effect of digital marketing adoption on the performance of small and medium enterprises in Lusaka

Abstract

Entrepreneurship has emerged as a vital pathway for addressing youth unemployment and stimulating inclusive economic growth in Zambia. This study investigates the influence of entrepreneurship education on entrepreneurial intentions among university students, drawing on Ajzen’s (1991) Theory of Planned Behaviour and Bandura’s (1997) Self-Efficacy Theory.  A quantitative research design was employed, with data collected via structured questionnaires from 390 students at the University of Zambia across various academic programs. Using factor, correlation, and regression analyses, the study examined relationships among entrepreneurial attitudes, self-efficacy, perceived behavioural control, subjective norms, and entrepreneurship education. Correlation results revealed that attitudes toward entrepreneurship (b = 0.781), entrepreneurial self-efficacy (b = 0.688), and perceived behavioral control (b = 0.652) were positively and significantly associated with entrepreneurial intentions. Subjective norms exhibited a moderate positive relationship (b = 0.582), while entrepreneurship education (b = 0.482) and duration of exposure (b = 0.013) showed weaker correlations. Regression analysis confirmed that attitudes toward entrepreneurship (b = 0.580, p < 0.001), perceived behavioral control (b = 0.258, p < 0.001), and entrepreneurial self-efficacy (b = 0.149, p = 0.002) were significant predictors. Conversely, subjective norms (b = 0.019, p = 0.640), entrepreneurship education (b = −0.072, p = 0.051), and entrepreneurship duration (b = 0.010, p = 0.711) were not statistically significant. This suggests that education alone does not automatically foster entrepreneurial intention unless it promotes confidence, experiential learning, and a supportive ecosystem. The study concludes that fostering a positive entrepreneurial mindset, strengthening self-belief, and ensuring practical, context-specific education are critical to nurturing Zambian entrepreneurs.