Mobile Marketing Training towards Increasing Business: A Case Study of Agri-Food Micro-Enterprises

• Published in: International Journal of Interactive Mobile Technologies
• Main Author: Othman Z.; Zaman N.B.K.; Abu N.H.; Abdullah S.; Alias E.F.; Jahroh S.
• Format: Article
• Language: English
• Published: International Federation of Engineering Education Societies (IFEES) 2024
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85201692948&doi=10.3991%2fijim.v18i14.49055&partnerID=40&md5=f428f3c4aa80cd905af0f3784195eedb

Mobile marketing (MM) refers to marketing through mobile platforms and has become a phe-nomenon 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. © 2024 by the authors of this article.