The factor of effectiveness digital content marketing among consumer in Malaysia SME food and beverage

Zamree, Nur Qhairunnisha (2025) The factor of effectiveness digital content marketing among consumer in Malaysia SME food and beverage. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The effectiveness of digital content marketing has been extensively studied globally, yet limited research focuses on its application within Malaysian SMEs, particularly in the food and beverage (F&B) sector. As digital marketing evolves, Malaysian SMEs face challenges in leveraging these strategies to compete effectively and foster consumer engagement. Despite the growth of digital marketing, SMEs in Malaysia struggle to maximize its potential due to limited resources, lack of expertise, and insufficient understanding of its impact on consumer behaviour. The existing gap in evaluating digital content marketing's effectiveness poses challenges for SMEs in making data-driven decisions to enhance consumer interaction and brand awareness. This study aims to assess the effectiveness of digital content marketing among Malaysian SME consumers in the F&B sector by analyzing its influence on brand awareness, consumer engagement, word-of-mouth (WOM), and conversion rates. A case study on Empire Sushi serves to highlight strategies that can foster growth and consumer loyalty. A quantitative research method was employed, utilizing surveys to collect primary data from consumers interacting with digital marketing efforts. Multiple regression analysis and descriptive statistical methods were applied to examine relationships between dependent and independent variables, focusing on social media's role in consumer behaviour. The study found a positive relationship between digital content marketing and variables such as brand awareness, WOM, and consumer engagement. However, a negative relationship was observed between consumer conversion rates and certain digital marketing strategies. These findings underscore the need for tailored and innovative marketing approaches to improve consumer interaction and business outcomes. The study recommends that SMEs adopt comprehensive digital marketing strategies that emphasize authentic storytelling, data-driven decision-making, and targeted campaigns. Policymakers should also facilitate SME growth by providing resources and training for digital marketing proficiency. Future research should explore emerging technologies such as artificial intelligence and augmented reality to further enhance digital marketing effectiveness.

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