JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Determining Factors for the Usage of Web-Based Marketing Applications by Small and
Medium Enterprises (SMEs) in Malaysia
Author(s): Azizah Omar, T.Ramayah, Lim Bee Lin, Osman Mohamad, Malliga Marimuthu
Citation: Azizah Omar, T.Ramayah, Lim Bee Lin, Osman Mohamad, Malliga Marimuthu, (2011) "Determining Factors for the Usage of Web-Based Marketing Applications by Small and
Medium Enterprises (SMEs) in Malaysia" Vol. 5, Iss. 2, pp. 70 - 86
Article Type: Research paper
Publisher: North American Business Press
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 study 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.