The potential of mobile marketing for adoption to enhance promotional strategy in SMEs, Malaysia

Mohd Saad, Afiq Thaqif (2018) The potential of mobile marketing for adoption to enhance promotional strategy in SMEs, Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays,the number of SMEs has been increase year by year.The long period to sustain the business of SMEs was depending on the knowledge about marketing because marketing is one of the important roles of SMEs to sustain and establish their business.Promotional strategy is one of the important elements in the marketing. Promotional strategy can improve the business through the good adoption and implementation of mobile marketing. Researcher wants to identify the potential of mobile marketing for adoption to enhance promotional strategy in SMEs Malaysia.Researcher was used explanatory research method by testing the theory from previous research and other source.This study was conducted by using the quantitative research method.It was important to consider the variables in this research as the main subject to test framework.Variables work as the key point for the hypothesis.The data for this study were being collected using questionnaire from 62 respondents in Melaka, Malaysia.The collected data was analysed and discussed. The results showed three significant factor that influence the adoption of mobile marketing for promotion strategy which are relative advantage,financial resources and customer pressure while the other three factor that not significant ware cost,employee capability and competitive pressure.As conclusion,this study will help SMEs to realize the potential of mobile marketing as the main role in building company promotional strategy.

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