The effectiveness of digital marketing strategies on SMEs in Kuantan, Pahang: Insights from information, trends and word-of-mouth (WOM)

Azman, Hartini and Sufian, Atirah and Md Amin, Nurul Najihah (2025) The effectiveness of digital marketing strategies on SMEs in Kuantan, Pahang: Insights from information, trends and word-of-mouth (WOM). Journal of Technology Management and Technopreneurship, 13 (3). pp. 1-8. ISSN 2231-7996

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Official URL: https://jtmt.utem.edu.my/jtmt/article/view/6154

Abstract

This study examines the effectiveness of digital marketing strategies on small and medium enterprises (SMEs) in Kuantan, Pahang, with emphasis on three key dimensions consist of information, trends, and word-of-mouth (WOM). The research objectives are to identify the digital marketing platforms used by SMEs to influence consumers in Kuantan, Pahang; to examine the impact of digital marketing on SME performance; and to investigate which attributes (information, trends, or WOM) have the most significant effect. A total of 335 SMEs participated in the study through an online survey. The data were analyzed using the Statistical Package for the Social Sciences (SPSS), applying descriptive statistics, reliability tests, Pearson’s correlation, and multiple regression analysis. The results reveal that all three attributes significantly influence the effectiveness of digital marketing strategies, with information and trends showing a stronger impact than word-of-mouth. The findings demonstrate that digital marketing plays a crucial role in enhancing SME visibility, customer engagement, and competitiveness, especially in the digital and post-pandemic economy. The study concludes that SMEs that adopt and optimize digital marketing strategies are better positioned to sustain growth, build stronger customer relationships, and adapt to technological change. These insights are valuable for SME owners, policymakers, and practitioners aiming to strengthen SME resilience and performance through digital transformation.

Item Type:	Article
Uncontrolled Keywords:	Digital Marketing, SMEs, Kuantan, Pahang, Information, Trends, WOM
Divisions:	Faculty of Technology Management and Technopreneurship
Depositing User:	Norfaradilla Idayu Ab. Ghafar
Date Deposited:	17 Jul 2026 08:06
Last Modified:	17 Jul 2026 08:06
URI:	http://eprints.utem.edu.my/id/eprint/29998
Statistic Details:	View Download Statistic

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