Determining factors for the usage of web based marketing applications among small medium enterprises (SMEs) in Malaysia

Azizah Omar, T Ramayah, Lim Bee Lin , Osman Mohamad, Malliga Marimuthu

Research output: Contribution to journalArticle

Abstract

Applications of web-based marketing in the business environment have profound profit implications. Large companies around the globe have invested much of their resources to incorporate web-based
applications as an important marketing tool to reach their customers. Cost reduction, increase capability, communication improvement and customer service improvement are among the benefits perceived by these companies. However, the practice of web-based marketing among small and medium enterprises (SMEs) in Malaysia is still in its infancy. This st
udy intends to investigate determining factors for the usage of web-based marketing by SMEs in Malaysia. The potential benefits from such an application will be addressed in this study.
Original languageEnglish
Pages (from-to)70-86
Number of pages17
JournalJournal of Marketing Development and Competitiveness
Volume5
Issue number2
Publication statusPublished - 2011
Externally publishedYes

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