Effectiveness of Digital Marketing in Promoting Rural Entrepreneurship in Malaysia and its Impact on Small Entrepreneurs' Income

Siti Masayu Rosliah  Abdul Rashid; Norhafiza  Md Sharif; Nik Norliati Fitri  Md Nor

Small and medium-sized enterprises (SMEs) can be strengthened through rural entrepreneurship, which in turn helps rural areas by creating jobs and revenue. This study aims to identify the extent to which rural entrepreneurship affects the income of small entrepreneurs in Penang. The study design consisted of a quantitative form for each research instrument using the Google Form online survey. This study’s sample was selected using purposive and snowball samplings involving 158 small rural entrepreneurs in Penang, Malaysia. The data in this study were analyzed using Statistical Package for Social Science (SPSS) software version 27.0 to measure the frequency, percentage, mean, standard deviation and cross-distribution. The results of this study found the relationships between the income of rural entrepreneurs with variables such as age group, gender, marital status, educational level, type of business and business marketing platform. Regarding the relationship between a business profile and respondents’ income, the total income of small entrepreneurs in Penang is influenced by employment, type of business, duration of business, ownership of computers and devices to access the internet. In contrast, internet applications, product conversion and business operating hours do not influence the income of small entrepreneurs.

Abbasi, M., Jafari, H., Alizadeh, K. (2021). Factors That Influence Rural Entrepreneurship: Case-Study Evidence from Torbat-E Heydarie, Kadkan District. Propósitos y Representaciones, 9 (SPE2).
Abdul Aziz Ab Latif., Mohd Abdullah Jusoh., Mohd Azlan Yahya., Osman Jusoh., Syahira Hamidon. (2011). Asas keusahawanan dan pengurusan perniagaan kecil dan sederhana. Kota Bharu: Penerbit Universiti Malaysia Kelantan.
Adewumi S. A., Keyser, R. (2020). Challenges And Prospects of Rural Entrepreneurship: A Discourse Analysis Of Selected Local Government Areas Of Osun State, Nigeria. International Journal Of Business And Management Studies, 12(2), 544-650.
Ahrari, S., Krauss, S. E., Ariffin, Z., Meng, L. K. (2018). A Network-Based Approach for Emerging Rural Social Entrepreneurship. International Journal of Academic Research in Business and Social Sciences, 8(9), 493–513. doi: http://dx.doi.org/10.6007/IJARBSS/v8-i9/4608
Azlizan Talib, Hamzah Jusoh, Yahaya Ibrahim., Habibah Ahmad. (2012). Penyertaan komuniti dalam bidang keusahawanan luar bandar. Malaysian Journal of Society and Space, 8, 84-96.
Banki, M. N., Ismail, H. N. (2015). Understanding The Characteristics of Family Owned Tourism Micro Businesses in Mountain Destinations in Developing Countries: Evidence from Nigeria. Tourism Management Perspectives, 13, 18-32. doi: https://doi.org/10.1016/j.tmp.2014.11.001
Bilal, Z. O., Al Mqbali, N. S. (2015). Challenges and constrains faced by small and medium enterprises (SMEs) in Al Batinah governorate of Oman. World Journal of Entrepreneurship, Management and Sustainable Development, 11(2), 120-130. doi: 10.1108/WJEMSD-05-2014-0012
Bullough, A, de Luque, M. S., Abdelzaher, D., Heim, W. (2015). Developing women leaders through entrepreneurship education and training. Academy of Management Perspectives, 29(2), 250-270. doi: 10.5465/amp.2012.0169
Canavan, O., Henchion, M., & O'Reilly, S. (2007). The use of the internet as a marketing channel for Irish specialty food. Inter-national Journal of Retail & Distribution Management, 35(2), 178-195. 10.1108/09590550710728110
Chege, S. M., Wang, D. (2020). The impact of entrepreneurs’ environmental analysis strategy on organizational performance. Journal of Rural Studies, 77, 113-125. doi: https://doi.org/10.1016/j.jrurstud.2020.04.008
Chi, H.H. (2011). Interactive Digital Advertising VS. Virtual Brand Community: Exploratory Study of User Motivation and Social Media Marketing Responses in Taiwan. Journal of Interactive Advertising, 12, 44-61. doi: https://doi.org/10.1080/15252019.2011.10722190
Choi, J. (2018). Entrepreneurial Risk-Taking, Young Firm Dynamics, and Aggregate Implications. Meeting Papers 1018, Society for Economic Dynamics.
Faisal, M.N., Jabeen, F. I., Katsioloudes, M. (2017). Strategic interventions to improve women entrepreneurship in GCC countries: a relationship modeling approach. Journal of Entrepreneurship in Emerging Economies, 9(2), 161-180. doi: https://doi.org/10.1108/JEEE-07-2016-0026
Ferreras-Méndez, J. L., Olmos-Peñuel., J., Salas-Vallina, A., & Alegre, J. (2021). Entrepreneurial orientation and new product development performance in SMEs: The mediating role of business model innovation. Technovation, 108, 1-13. doi: https://doi.org/10.1016/j.technovation.2021.102325
Funken, R., & Gielnik, M.M. (2015). Entrepreneurship and aging. In N. A. Pachana (Ed.), Encyclopedia of geropsychology. New York: Springer.
Gerschewski, S., Xiao, S.S. (2015). Beyond financial indicators: an assessment of the measurement of performance for international new ventures. International Business Review, 24(4), 615-629. doi: https://doi.org/10.1016/j.ibusrev.2014.11.003
Ihejiamaizu, G. (2019). The Role of Entrepreneurship in Rural Development in Cross River State, Nigeria. International Journal of Research and Innovation in Social Science (IJRISS), 3(6), 85-91.
Jayadatta, S. (2017). Major Challenges and Problems of Rural Entrepreneurship in India. IOSR Journal of Business and Management, 19(9), 35-44. doi: 10.47750/cibg.2022.28.03.047
Jiménez, A., Palmero-Cámara, C., González-Santos, M. J., González-Bernal, J., Jiménez-Eguizábal, J. A. (2015). The impact of educational levels on formal and informal entrepreneurship. BRQ Business Research Quarterly, 18(3), 204-212. doi: https://doi.org/10.1016/j.brq.2015.02.002
Karadag, H (2016). The Role of SMEs and Entrepreneurship on Economic Growth in Emerging Economies within the Post-Crisis Era: an Analysis from Turkey. Journal of Small Business and Entrepreneurship Development, 4(1), 22-31. doi: https://doi.org/10.15640/jsbed.v4n1a3
Kirkley, W.W. (2016). Creating ventures: decision factors in new venture creation. Asia Pacific Journal of Innovation and Entrepreneurship, 10(1), 151-167. doi: 10.1108/APJIE-12-2016-003
Kolawole, O.D., Ajila, K. (2015). Driving local community transformation through participatory rural entrepreneurship development. World Journal of Entrepreneurship, Management and Sustainable Development, 11(2), 131-139. doi: 10.1108/WJEMSD-06-2014-0016
Korsgaard, S., Müller, S., Tanvig, H.W. (2015). Rural entrepreneurship or entrepreneurship in the rural – between place and space. International Journal of Entrepreneurial Behavior & Research, 21(1), 5–26. doi: 10.1108/IJEBR-11-2013-0205
Kulkarni, S.M., Narkhede, P.A. (2016). Rural development: trends, opportunities and challenges in 21st, entrepreneurship and rural development. PCET's S B Patil Institute of Management, Pune. Available at https://www.researchgate.net/publication/313798944_Entrepreneurship_and_Rural_development. Retrieved at 26 June, 2022.
Kuratko, D.F., Hodgetts, R.M. (2001). Entrepreneurship – a contemporary approach. Sudney: Harcourt College Publishers.
Mokhtar, N. F. (2015). Internet Marketing Adoption by Small Business Enterprises in Malaysia. International Journal of Business and Social Science, 6(1), 59–65.
Manzoor, F., Wei, L., Sahito, N. (2021) The role of SMEs in rural development: Access of SMEs to finance as a mediator. PLoS ONE 16(3), 1-18. doi: 10.1371/journal.pone.0247598
Manzoor, F., Wei, L., Siraj, M. (2021). Small and medium-sized enterprises and economic growth in Pakistan: An ARDL bounds cointegration approach. Heliyon, 7(2), 1-8. doi: 10.1016/j.heliyon.2021.e06340
Minola, T., Criaco, G., Obschonka, M. (2016). Age, culture, and self-employment motivation. Small Business Economics, 46(2), 187-213. doi: 10.1007/s11187-015-9685-6
Nagler, P., & Naudé, P. (2017). Non-Farm Entrepreneurship in Rural Sub-Saharan Africa: New Empirical Evidence. Food Policy, 67, 175-191. doi: https://doi.org/10.1016/j.foodpol.2016.09.019
Neagu, C. (2016). The importance and role of small and medium-sized businesses. Theoretical and Applied Economics Volume XXIII. 3(608), 331-338.
Nwankwo, F.O., Okeke, C.S. (2017). Rural entrepreneurship and rural development in Nigeria. Africa’s Public Service Delivery and Performance Review, 5(1), 1-7. doi: 10.4102/apsdpr.v5i1.152
Moha Asri. (1999). Small and Medium Enterprises in Malaysia: Policy Issues and Challenges. Aldershot: Ashgate.
Nor Aishah Buang. (2002). Asas keusahawanan. Kuala Lumpur. Selangor: Penerbit Fajar Bakti Sdn. Bhd.
Morgan, T., Anokhin, S., Kretinin, A., Frishammar, J. (2015). The dark side of the entrepreneurial orientation and market orientation interplay: a new product development perspective. Int. Small Bus. J., 33(7), 731-751. doi: 10.1177/0266242614521054
Okyere, F. (2017). Relationship between Entrepreneurship and Small, Medium and Micro Enterprises (SMMEs): A Literature Review. The International Journal of Business & Management, 5(9), 159-163.
Pahuja, A., Sanjeev, R. (2015). Introduction to Entrepreneurship. In book: Entrepreneurship: Learning and ImplementationEdition: FirstPublisher: CEGR, New DelhiEditors: P.Sinha, U.Makkar, K.Dutta.
Park, C. (2017). A study on effect of entrepreneurship on entrepreneurial intention: Focusing on ICT majors. Asia Pacific Journal of Innovation and Entrepreneurship, 11(2), 159-170. doi: 10.1108/APJIE-08-2017-024
Parwez, S. (2017). Community-based entrepreneurship: evidences from a retail case study. Journal of Innovation and Entrepreneurship, 6(14), 1-16. doi: 10.1186/s13731-017-0074-z
Paquette, H. (2013). Social Media as a Marketing Tool: A Literature Review. Major Papers by Master of Science Students. Paper 2. https://digitalcommons.uri.edu/tmd_major_papers/2https://digitalcommons.uri.edu/tmd_major_papers/ 2
Patil, P., & Deshpande, Y. (2018). Women entrepreneurship: a road ahead. International Journal of Economics, Business, and Entrepreneurship, 1(1), 155-159. doi: https://doi.org/10.23960/ijebe.v1i1.30
Pato, L., & Teixeira, A. A. C. (2018). Rural Entrepreneurship: the Tale of a Rare Event. Journal os Place Management and Development, 11(1), 46-59. https://doi.org/10.1108/JPMD-08-2017-0085
Prakash, K. B., & Goodwin, P. D. (2018). Rural Entrepreneurship in the Sunshine of Andhra Pradesh: A Sustainable Rural Development Strategy. Retrieved from https://www.researchgate.net/publication/329041776_Rural_Entrepreneurship
Prime Minister Office (2021). Teks Ucapan Perbentangan Rancangan Malaysia ke-12, 2021 – 2025 (RMKe-12). https://www.pmo.gov.my/2021/09/teks-ucapan-perbentangan-rancangan-malaysia-ke-12-2021-2025-rmke-12/
Sajjad, M., Kaleem, N., Chani, M.I., & Ahmed, M. (2020). Worldwide role of women entrepreneurs in economic development. Asia Pacific Journal of Innovation and Entrepreneurship, 14(2), 151-160. doi: https://doi.org/10.1108/APJIE-06-2019-0041
Schumpeter, J.A. (1934). The Theory of Economic Development: An Inquiry into Profits, Capital, Credit, Interest and the Business Cycle. New Brunswick (U.S.A) and London (U.K.): Transaction Publishers.
Schumpeter, J. A. (1943). Capitalism in the postwar world. In S. Harris (ED). Postwar Economic Problems. New York: McGraw-Hill.
Scoones, I. (2009). Livelihoods perspectives and rural development The journal of peasant studies, 36(1), 171–96. doi: https://doi.org/10.1080/03066150902820503
Shankar, V., Inman, J., Mantrala, M., Kelley, E., Rizley, R. (2011). Innovations in Shopper Marketing: Current Insights and Future Research Issues. Journal of Retailing 87S, 1, 29-42. doi: https://doi.org/10.1016/j.jretai.2011.04.007
Smallbone, D., Welter, F. (2001). The role of government in SME development in transition economies. International Small Business Journal, 19(4), 63-77. doi: https://doi.org/10.1177/0266242601194004
Sykes, J. Gurbuzer, Elder, S., Gurbuzer, Y., & Principi, M. (2016). Exploring the linkages between youth financial inclusion and job creation: Evidence from the ILO school-to-work transition surveys. Youth Employment Programme. Work4Youth Publication. Geneva: International Labour Organization.
Tuitjer, G. (2022). Growing beyond the niche? How machines link production and networking practices of small rural food businesses. Entrepreneurship & Regional Development 34(5-6), 471-485. doi: https://doi.org/10.1080/08985626.2022.2062619
Tusi Ramadan, Jamshidi Alireza, Taqdisi Ahmad. (2014). Rural Entrepreneurship and Determining its Factors (Case Study of Villages of Minoo Dasht County). Journal of Research and Planning, 3(8), 1-11.
SME Corp. Malaysia (2021). Definisi PKS. https://www.smecorp.gov.my/index.php/my/polisi/2020-02-11-08-01-24/sme-definition
Van der Zwan, P., Thurik, R., Verheul, I., Hessels, J. (2016). Factors influencing the entrepreneurial engagement of opportunity and necessity entrepreneurs. Eurasian Business Review, 6(3), 273-295. doi: 10.1007/s40821-016-0065-1
Vinay Prasad, B., & Naveena, L. (2021). A Study on Problems and Challenges of Rural Entrepreneurs in India. Shanlax Interntaional Journal of Management, 8(S1), 13-20. doi: 10.34293/management.v8iS1-Feb.3753
World Bank Group. (2021). Small and Medium Enterprises (SMEs) Finance Improving SMEs’ access to finance and finding innovative solutions to unlock sources of capital.https://www.worldbank.org/en/topic/smefinance

(Rashid et al., 2023)
Rashid, S. M. R. A., Sharif, N. M., & Nor, N. N. F. M. (2023). Effectiveness of Digital Marketing in Promoting Rural Entrepreneurship in Malaysia and its Impact on Small Entrepreneurs’ Income. International Journal of Academic Research in Business and Social Sciences, 13(12), 5359–5376.

Copyright: © 2024 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode

International Journal of Academic Research in Business and Social Sciences

Open Access Journal

Effectiveness of Digital Marketing in Promoting Rural Entrepreneurship in Malaysia and its Impact on Small Entrepreneurs' Income

Siti Masayu Rosliah Abdul Rashid, Norhafiza Md Sharif, Nik Norliati Fitri Md Nor

Further Information

Our Journals

Get intouch with us