Digital marketing in MSMES: a focus on challenges and opportunities in Johor / Shaherah Abdul Malik, Norria Zakaria, Shahrina Othman

This study offers an in-depth analysis of the digital marketing environment faced by micro, small, and medium
enterprises (MSlvlEs) in Johar, Malaysia. As pivotal contributors to the Malaysian economy, MSlvlEs account for a substantial share of GDP and employment, however, they are increasingly compelled to integrate digital marketing strategies to remain competitive in a digitally evolving global market. This study identifies the primary obstacles hindering digital marketing adoption among these enterprises, including limited digital literacy, infrastructural deficiencies, financial limitations, and cultural hesitancy. Additionally, it explores the importance of digital marketing for Johor's MSlvlEs. The study provides actionable recomrnendations to address these barriers by evaluating empirical data and existing policy measures. This study aims to equip policymakers, scholars, and industry professionals with valuable insights to drive effective and sustainable digital advancements in the region's MSlvlE sector by situating these challenges within Johor's specific socio economic framework.
Keywords: Digital Marketing, MSMEs, Johor Entrepreneur, Government Support