Speaker
Description
Drivers and Challenges in SME Digital Marketing Transformation:
A Conceptual Paper on the Malaysian Context
Abstract
Small and medium enterprises (SMEs) form the backbone of Malaysia’s economy yet often lag behind larger firms in digital marketing adoption, limiting competitiveness in an increasingly digital marketplace. Although initiatives such as the MyDIGITAL blueprint aim to enhance infrastructure, skills, and policy support, persistent barriers—limited capital, skills shortages, and infrastructure gaps—continue to hinder transformation. This conceptual paper synthesises recent literature (2020–2025) to integrate three key drivers—digital technology adoption, workforce digital skills, and digital strategy alignment—within a unified framework for understanding SME digital marketing performance. The model positions these drivers alongside moderating factors in the form of digital transformation challenges, and an enabling factor in the form of government support. The paper has two objectives: to propose a conceptual framework linking drivers, challenges, and enablers influencing SME digital marketing performance; and to formulate testable hypotheses to guide future empirical research. The discussion underscores the interdependence of technological, human capital, and strategic dimensions, while highlighting the critical role of policy in overcoming barriers. Future research directions are proposed to validate and refine the framework, ensuring its relevance for both academic inquiry and SME digital competitiveness strategies in Malaysia.
Keywords: Digital Marketing Transformation, Small and Medium Enterprises (SMEs), Drivers and Challenges, Conceptual Paper
*Corresponding author: Kuganesh A/L Ramesh Kumar, Labuan Faculty of International Finance.
Email: KUGANESH_KUMAR_MF23@iluv.ums.edu.my
