ISSN: 2222-6990
Open access
The purpose of this study is to evaluate the elements of digital marketing usage among small rural businesses using the EFA procedure. Furthermore, this study has developed and validated instrument of digital marketing usage in the context of rural businesses in Malaysia. This study utilized cross sectional research design. Quantitative data was collected as feasibility study data from 30 rural businesses in the state of Melaka, Malaysia, using self-administered survey. This study has finalized the instrument to six items with one dimension. This study has discussed the procedure to run EFA analysis for Digital Marketing Usage construct and calculated the value for Cronbach’s Alpha. It is suggested that future studies to look into different context in examining Digital Marketing Usage construct such among technology based business and urban small business.
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In-Text Citation: (Mohamad, 2022)
To Cite this Article: Mohamad, M. A. (2022). Digital Marketing Usage among Small Rural Businesses in Malaysia: An Exploratory Factor Analysis (EFA). International Journal of Academic Research in Business and Social Sciences, 12(12), 1171 – 1178.
Copyright: © 2022 The Author(s)
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