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.
Arora, A. S. S. A. (2019). Ten Years of ‘Social Media Marketing’ Research in the Journal of Promotion Management: Research Synthesis, Emerging Themes, and New Directions. Journal of Promotion Management, 25(4).
Abdul Talib, A. N. (2019). Internet Sales Channel and Manufacturers’. International Journal of Supply Chain Management, 8(6), 957-966.
Bernama (2018,). Govt to provide entrepreneurial training to 50,000 local graduates _ New Straits Times _ Malaysia General Business Sports and Lifestyle News. New Straits Times. Kuala Lumpur. Retrieved from:
https://www.nst.com.my/news/nation/2018/10/426893/govt-provideentrepreneurial-training-50000-local-graduates
Diez-Martin, F. A. B. G. R. (2019). Research Challenges in Digital Marketing: Sustainability. Sustainability, 11(10), 2839.
Yong, G. A., & Pearce, S. (2013). A Beginner’s Guide to Factor Analysis: Focusing on Exploratory Factor Analysis. Tutorials in Quantitative Methods for Psychology, 9(2), 79–94.
Hadia, N., Abdullah, N., Sentosa, I., Hadia, N., Abdullah, N., & Sentosa, I. (2016). An Easy Approach to Exploratory Factor Analysis: Marketing Perspective. Journal of Educational and Social Research, 6(1), 215.
http://doi.org/10.5901/jesr.2016.v6n1p215
Hair, J., Black, W. C., Rabin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis 7th Edition (7th ed.). Eaglewood Cliffs,H.J.: Prentice Hall.
Hazim, A. (2021). Malaysian Reserve. Retrieved from Themalaysianreserve.com: https://themalaysianreserve.com/2021/06/17/smes-still-lack-online-marketing-e-commerce-skills-to-survive/
Kelalan, B. A., & Cheuk, S. C. (2017). Community perceptions on the usage of Digital marketing for homestays.International Journal of Business and Society, 18(4), 775–782
Polanco-Diges, L. F. D. (2021). The Use of Digital Marketing Strategies in the Sharing Economy: A Literature Review. Journal of Tourism, Sustainability and Well-being, 8(3).
Melovic, B. J. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63.
O’Rourke, N., & Hatcher, L. (2014). A Step-by-Step Approach to Using SAS for Factor Analysis and Structural Equation Modeling, Second Edition. North Carolina: SAS.
Panayides, P. (2013). Coefficient alpha: Interpret with caution. Europe’s Journal of Psychology, 9(4), 687–696. http://doi.org/10.5964/ejop.v9i4.653
Ridzwan, R., Maheran, N., Muhammad, N., Amira, A., & Rahman, A. (2017). Issues and Challenges among Young Entrepreneurs in Malaysia. IOSR Journal of Business and Management (IOSRJBM), 19(3), 80–84. http://doi.org/10.9790/487X-1903028084
Rohayah, S., Dawood, S., Ghazali, S., & Samat, N. (2019). Digital Divide and Poverty Eradication in the Rural Region of the Northern Peninsular Malaysia. Indonesian Journal of Geography, 51(2), 172–182
Wilson, V., & Makau, C. (2018). Online marketing use: small and medium enterprises (SMEs) experience from Kenya. Orsea Journal, 7(2).
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), 1117– 1123.
Copyright: © 2022 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
