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Mobile marketing training towards increasing business: a case study of agri-food micro-enterprises


Citation

Othman, Zakirah and Kamarul Zaman, Nur Badriyah and Abu, Noor Hidayah and Abdullah, Syahida and Alias, Emmy Farha and Siti Jahroh, Siti Jahroh (2024) Mobile marketing training towards increasing business: a case study of agri-food micro-enterprises. International Journal of Interactive Mobile Technologies, 18 (14). pp. 59-71. ISSN 1865-7923

Abstract

Mobile marketing (MM) refers to marketing through mobile platforms and has become a phenomenon in the business world. Many sectors utilize online applications for various business activities, including promotion and marketing. However, small and medium-sized enterprises (SMEs), especially those in the agricultural sector, face numerous challenges in using and determining training that is appropriate to their level of ability. Therefore, the objective of this study is to discuss the use of digital marketing training management (DMTM) by agri-food micro-enterprises in Peninsular Malaysia. A total of seventeen participants took part in this case study, and data were collected through surveys and semi-structured interviews between March 2022 and December 2022. The results led to the development of a DMTM model for agri-food micro-enterprises.


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Additional Metadata

Item Type: Article
Divisions: Institute of Tropical Agriculture and Food Security
DOI Number: https://doi.org/10.3991/ijim.v18i14.49055
Publisher: International Federation of Engineering Education Societies (IFEES)
Keywords: Mobile marketing; Digital marketing; Social media; Training; Model; Agriculture product; Agriculture
Depositing User: Scopus 2024
Date Deposited: 17 Sep 2024 01:52
Last Modified: 17 Sep 2024 01:52
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.3991/ijim.v18i14.49055
URI: http://psasir.upm.edu.my/id/eprint/112008
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