An assessment of readiness and willingness to adopt digital marketing transformation among SMEs’ entrepreneurs in Sabah: a conceptual model

Haslinda Hasan and Salmah Topimin and Siti Nor Baayah Ahmad and Irma Wani Othman (2021) An assessment of readiness and willingness to adopt digital marketing transformation among SMEs’ entrepreneurs in Sabah: a conceptual model. International Journal of Accounting, Finance and Business, 6. pp. 101-110. ISSN 0128-1844

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URL: https://www.researchgate.net/publication/356718351...

Abstract

Digital transformation is one of the most fundamental social and economic occurrences which impacts Small and Medium-sized enterprises (SME) business operations specifically during Covid-19 pandemic. The paper seeks to find out how digital marketing transformation impacts marketing activities in micro business entrepreneurs and to examine their readiness and willingness to adopt digital transformation after the pandemic by testing the theoretical framework based on the Image Theory. The results of this study will be based on a survey with micro business entrepreneurs located in Sabah which currently applying the digital transformation because of Covid-19 pandemic. This study will give implication to the industry players, decision makers and marketers in creating awareness activities to ensure the success of the digital marketing transformation to the SMEs in Sabah.

Item Type:	Article
Keyword:	Covid-19 , Digital marketing , Entrepreneur , Image Theory , SME
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	SITI AZIZAH BINTI IDRIS -
Date Deposited:	26 Feb 2022 15:43
Last Modified:	26 Feb 2022 15:43
URI:	https://eprints.ums.edu.my/id/eprint/31764

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