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

Authors

  • Zakirah Othman School of Technology Management and Logistics, College of Business, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia
  • Noor Hidayah Abu School of Technology Management and Logistics, College of Business, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia
  • Shafini Shafie School of Technology Management and Logistics, College of Business, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia
  • Nur Badriyah Kamarul Zaman Faculty of Plantation and Agrotechnology, Universiti Teknologi MARA, 77300 Merlimau, Melaka, Malaysia
  • Emmy Farha Alias Institute of Tropical Agriculture and Food Security, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia
  • Wan Ahmad Jaafar Wan Yahaya Centre for Instructional Technology and Multimedia, Universiti Sains Malaysia, 11800 USM, Pulau Pinang, Malaysia

DOI:

https://doi.org/10.37934/araset.28.3.312319

Keywords:

Digital marketing, social media, challenges, small-to-medium enterprises

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.

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Author Biographies

Zakirah Othman, School of Technology Management and Logistics, College of Business, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia

zakirah@uum.edu.my

Noor Hidayah Abu, School of Technology Management and Logistics, College of Business, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia

dayah@uum.edu.my

Shafini Shafie, School of Technology Management and Logistics, College of Business, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia

shafini@uum.edu.my

Nur Badriyah Kamarul Zaman, Faculty of Plantation and Agrotechnology, Universiti Teknologi MARA, 77300 Merlimau, Melaka, Malaysia

badriyah@uitm.edu.my

Emmy Farha Alias, Institute of Tropical Agriculture and Food Security, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia

emmyfarha@upm.edu.my

Wan Ahmad Jaafar Wan Yahaya, Centre for Instructional Technology and Multimedia, Universiti Sains Malaysia, 11800 USM, Pulau Pinang, Malaysia

wajwy@usm.my

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Published

2022-11-30

Issue

Vol. 28 No. 3: November (2022)

Section

Articles
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