The drivers of e-marketing adoption in small and medium enterprise: A survey on food manufacturing industry

Mohd Nor, Nur Izzati (2019) The drivers of e-marketing adoption in small and medium enterprise: A survey on food manufacturing industry. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

E-marketing is one of the fast-growing types of digital marketing in global economy and it is vital to SMEs' survival in the present information technology driveneconomy. It is necessary to identify the factors that affect the implementation of emarketing. This is because those factors will be a measurement for SMEs in Malaysia in adopting e-marketing into their business. This research was therefore carried out to explore the drivers affecting the implementation of e-marketing in SMEs. Using questionnaires from 120 participants from food manufacturing SMEs around Malaysia, the information for this research has been gathered. In the studies, the information gathered been analysed, interpreted and further discussed.

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