Challenges of Social Media Marketing in Digital Technology: A Case of Small Traders of Agricultural Products in Malaysia

Abstract

Technology is one of the important elements to be consider for a drastic change. The small and medium enterprise (SME), especially in the agricultural sector is faced many challenges in digital marketing. It becomes more worst when those enterprise also affected by Covid-19 pandemic. However, to overcome those challenges, a shift or transformation towards digital marketing is seemed to be an appropriate alternative to survive and become more competitive by local community. Therefore, this paper identified the challenges of social media marketing of selected small traders of agricultural products. Eight respondents have been selected and a semi structured interview was conducted between 20 March 2022 and 29 March 2002. The findings of the study indicate the main challenges faced by the selected small traders include knowledge, products and human resources.Based on the challenges, appropriate training has been identified which is the basic of digital marketing.