Digital marketing adoption among food and beverages SMEs

Abd Wahab, Norsyamila Syazlin (2024) Digital marketing adoption among food and beverages SMEs. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This study investigates the adoption of digital marketing among food and beverage SMEs. Acceptance of technology product and application is significantly influenced by readiness for technology adoption. Digital media use electronic media to promote products or services in order to attract customers' attention and provide customers with access to more information about the business via a digital platform. Therefore, SMEs must be able to switch from traditional marketing systems to digital marketing systems and be prepared to operate its businesses with the latter. According to this study, the majority of small and medium-sized enterprises (SMEs) are prepared to implement digital marketing in order to expand its businesses through digital platforms. This is because the majority of anticipated participants have already begun digitalising its businesses by implementing and utilising an online platform. A session of interviews was conducted in order to acquire primary data from the six SMEs companies serving as proposed participants in this study. Data collected and analysed through data analysis procedure by data transcribe, line by line analysis, definition, and keyword setting, create analysis table and generating the infographic. Therefore, it is hoped that this research will contribute to many parties especially academic sector, SMEs new entrants and digital marketing training businesses in order for this research to be beneficial in future.

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