Enhancing Accountability Through Digital Marketing: A Focus on SME in Malaysia
List of Authors
  • Mohd Khairulnizam Zahari, Muhammad Fazlee Sham Abdullah, Norizah Ahmad, Suraiya Ibrahim, Tariq Tawfeeq Yousif Alabdullah, Wan Norsyafawati W Muhamad Radzi

Keyword
  • Accountability; Digital marketing; SME; Marketing Accountability

Abstract
  • This study examines marketing automation, strategies, and metrics for Malaysian small and medium-sized enterprises (SMEs). A proposed research paradigm contrasts three independent variables with one consistent variable: marketing accountability in Malaysian SMEs. Marketing automation, marketing strategy, and marketing metrics are distinct variables. It is grounded in the Conceptual Theory and the Resilience Theory. The data were obtained by a simple random sampling procedure and an online survey. 350 participants replied to an online questionnaire poll, with backgrounds ranging from employers to employees in Malaysian SMEs.

Reference
  • No Data Recorded