Work

Digital Marketing in Msmes

Year: 2025

Type: article

Abstract: This paper comprehensively examines the digital marketing landscape among Micro, Small, and Medium-Sized Enterprises (MSMEs) in Johor, Malaysia. MSMEs contribute to Malaysia's economy, accounting for significant portions of GDP and employment. However, they face mounting pressure to adopt digital marketing strategies to remain competitive in an increasingly digital global economy. This paper identifies critical barriers to digital marketing adoption, including limited digital literacy, infrastructural challenges, financial constraints, and cultural resistance. Through an analysis of empirical findings and policy initiatives, actionable recommendations are proposed to address these issues. By contextualizing these challenges within Johor's unique socio-economic landscape, this paper aims to provide policymakers, researchers, and practitioners with insights for fostering sustainable digital transformation among MSMEs

Source: Insight Journal

DOI: 10.24191/ij.v12i1.4221

Authors: Shaherah Abdul Malik, Norria Zakaria, Shahrina Othman

Institutions: Universiti Teknologi MARA System, Universiti Teknologi MARA, Universiti Utara Malaysia

Language: English

Topic: SMEs Development and Digital Marketing

Subfield: Demography

Field: Social Sciences

Domain: Social Sciences

SDGs: Decent work and economic growth, Industry, innovation and infrastructure

Open Access status: diamond

Funders: Universiti Utara Malaysia, Universiti Teknologi MARA