Mobile marketing training towards increasing business: a case study of agri-food micro-enterprises
Mobile marketing (MM) refers to marketing through mobile platforms and has become a phenomenon in the business world. Many sectors utilize online applications for various business activities, including promotion and marketing. However, small and medium-sized enterprises (SMEs), especially those in t...
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| Format: | Article |
| Language: | English |
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International Federation of Engineering Education Societies (IFEES)
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/112008/ http://psasir.upm.edu.my/id/eprint/112008/1/59_Mobile%2BMarketing%2BTraining%2Btowards%2BIncreasing%2BBusiness%2BA%2BCase%2BStudy%2Bof%2BAgri-Food%2BMicro-Enterprises.pdf |
| _version_ | 1848865832093876224 |
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| author | Othman, Zakirah Kamarul Zaman, Nur Badriyah Abu, Noor Hidayah Abdullah, Syahida Alias, Emmy Farha Siti Jahroh, Siti Jahroh |
| author_facet | Othman, Zakirah Kamarul Zaman, Nur Badriyah Abu, Noor Hidayah Abdullah, Syahida Alias, Emmy Farha Siti Jahroh, Siti Jahroh |
| author_sort | Othman, Zakirah |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Mobile marketing (MM) refers to marketing through mobile platforms and has become a phenomenon in the business world. Many sectors utilize online applications for various business activities, including promotion and marketing. However, small and medium-sized enterprises (SMEs), especially those in the agricultural sector, face numerous challenges in using and determining training that is appropriate to their level of ability. Therefore, the objective of this study is to discuss the use of digital marketing training management (DMTM) by agri-food micro-enterprises in Peninsular Malaysia. A total of seventeen participants took part in this case study, and data were collected through surveys and semi-structured interviews between March 2022 and December 2022. The results led to the development of a DMTM model for agri-food micro-enterprises. |
| first_indexed | 2025-11-15T14:10:58Z |
| format | Article |
| id | upm-112008 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:10:58Z |
| publishDate | 2024 |
| publisher | International Federation of Engineering Education Societies (IFEES) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1120082024-09-17T01:52:56Z http://psasir.upm.edu.my/id/eprint/112008/ Mobile marketing training towards increasing business: a case study of agri-food micro-enterprises Othman, Zakirah Kamarul Zaman, Nur Badriyah Abu, Noor Hidayah Abdullah, Syahida Alias, Emmy Farha Siti Jahroh, Siti Jahroh Mobile marketing (MM) refers to marketing through mobile platforms and has become a phenomenon in the business world. Many sectors utilize online applications for various business activities, including promotion and marketing. However, small and medium-sized enterprises (SMEs), especially those in the agricultural sector, face numerous challenges in using and determining training that is appropriate to their level of ability. Therefore, the objective of this study is to discuss the use of digital marketing training management (DMTM) by agri-food micro-enterprises in Peninsular Malaysia. A total of seventeen participants took part in this case study, and data were collected through surveys and semi-structured interviews between March 2022 and December 2022. The results led to the development of a DMTM model for agri-food micro-enterprises. International Federation of Engineering Education Societies (IFEES) 2024 Article NonPeerReviewed text en http://psasir.upm.edu.my/id/eprint/112008/1/59_Mobile%2BMarketing%2BTraining%2Btowards%2BIncreasing%2BBusiness%2BA%2BCase%2BStudy%2Bof%2BAgri-Food%2BMicro-Enterprises.pdf Othman, Zakirah and Kamarul Zaman, Nur Badriyah and Abu, Noor Hidayah and Abdullah, Syahida and Alias, Emmy Farha and Siti Jahroh, Siti Jahroh (2024) Mobile marketing training towards increasing business: a case study of agri-food micro-enterprises. International Journal of Interactive Mobile Technologies, 18 (14). pp. 59-71. ISSN 1865-7923 https://online-journals.org/index.php/i-jim/article/view/49055 10.3991/ijim.v18i14.49055 |
| spellingShingle | Othman, Zakirah Kamarul Zaman, Nur Badriyah Abu, Noor Hidayah Abdullah, Syahida Alias, Emmy Farha Siti Jahroh, Siti Jahroh Mobile marketing training towards increasing business: a case study of agri-food micro-enterprises |
| title | Mobile marketing training towards increasing business: a case study of agri-food micro-enterprises |
| title_full | Mobile marketing training towards increasing business: a case study of agri-food micro-enterprises |
| title_fullStr | Mobile marketing training towards increasing business: a case study of agri-food micro-enterprises |
| title_full_unstemmed | Mobile marketing training towards increasing business: a case study of agri-food micro-enterprises |
| title_short | Mobile marketing training towards increasing business: a case study of agri-food micro-enterprises |
| title_sort | mobile marketing training towards increasing business: a case study of agri-food micro-enterprises |
| url | http://psasir.upm.edu.my/id/eprint/112008/ http://psasir.upm.edu.my/id/eprint/112008/ http://psasir.upm.edu.my/id/eprint/112008/ http://psasir.upm.edu.my/id/eprint/112008/1/59_Mobile%2BMarketing%2BTraining%2Btowards%2BIncreasing%2BBusiness%2BA%2BCase%2BStudy%2Bof%2BAgri-Food%2BMicro-Enterprises.pdf |