Factors Influencing the Adoption of Digital Marketing in the Family Business MSME’s Owned by Women Entrepreneurs During Covid-19

Abstract

This chapter explores the factors that influence the adoption of digital marketing among Malaysian family businesses Micro, Small, and Medium Enterprise (MSME) owned by female entrepreneurs during the pandemic. Entrepreneurship has been around for centuries, and it is a field that is still growing today, but it was mostly associated with men. Women have long been successful entrepreneurs, and this has been affirmed by both feminism’s rise in the nineteenth century and the availability of the Internet and technology in the twenty-first century. Due to the pandemic situation, it is critical to find alternative ways to sustain the business, and the adoption of digital marketing as part of the business continuity plan is highly recommended. This study employed quantitative methodology, involving 384 female entrepreneurs via simple random sampling. As a result, perceive cost, subjective norm, and perceive benefit all had a significant impact on the adaptation of digital marketing during a pandemic situation in family businesses Micro, Small, and Medium Enterprise (MSME) owned by female entrepreneurs. Furthermore, this study discovered that government support and business awareness generated by digital marketing were insignificant factors influencing the adoption of digital marketing among Malaysian family businesses MSME’s owned by female entrepreneurs.