QR Code Link : Type : Thesis Subject : Social Sciences Main Author : Mohamad Hafeez Bin Abdul Rahim Title : The Role of Digital Marketing as Business Development Strategy for SMEs and Start-Ups in Malaysia Content Type : still image (rdacontent) Media Type : computer (rdamedia) Carrier Type : online resource (rdacarrier)

Place of Production : Kuala Lumpur Publisher : Tun Razak Graduate School Year of Publication : 2003 Physical Description : ill, 94 pages Notes : Project Paper Submitted in Partial Fulfilment of the Requirements For the Degree of Master of Business Administration Universiti Tun Abdul Razak Corporate Name : UNIRAZAK Library PDF Guest : Click to view PDF file

Abstract : UNIRAZAK Library

The purpose of this research proposal is to study the role of digital marketing adoption as a business development strategy by SMEs and Start-ups in Malaysia. This research also proposes to investigate the influence of digital marketing towards the growth of these SME and start-up businesses in Malaysia. Although there are thousands of new businesses especially SMEs and start-ups are being registered in Malaysia every year, yet there are many businesses failed to survive more than three years according to statistics. One of the main reasons is because these companies did not implement comprehensive digital marketing strategies to develop and expand their businesses. The main objective of this research study is to investigate the growth of SMEs and start-ups in Malaysia with the influence of variables such as adoption of digital marketing, brand recognition, customer engagement and profitability. The discussion on how the conceptual framework is developed and the theories referred to assist this research study are discussed in Chapter 2. Then, for the research methodology section, which is Chapter 3, it discusses on the research design, sampling procedures, data collection method, operationalism and measurement applied for this quantitative research study. The method used for data collection is online survey closed-ended questionnaire where the data will be interpreted by using IBM’s SPSS software. The implementation of descriptive and inferential analysis techniques for data analysis purposes for this research study are also discussed in Chapter 3. Next, the correlation and multiple regression analysis performed by using SPSS shows positive and strong relationships among the variables. Thus, it justifies the main purpose of this research study as the hypotheses proposed results in strong relationship and positive outcomes for the growth of SMEs and start-ups in Malaysia through the adoption of digital marketing strategies into the businesses.     Keywords: Adoption of digital marketing, SMEs and Start-ups in Malaysia, Brand recognition, Customer engagement, Profitability

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