The Role of Digital Marketing in Assisting Small Rural Entrepreneurs Amidst Covid-19 Movement Control Order (MCO): A Case Study in Peninsular Malaysia

The coronavirus (COVID-19) outbreak is causing a global health crisis, which has inevitably led to a worldwide economic slowdown. In Malaysia, the small business sector is most affected by the movement control order (MCO). The MCO has caused the closure of the retail and transport sectors that has sharply curtailed the daily operations of the majority of small entrepreneurs, leading to a loss in income. However, if small business communities make optimal use of digital applications for their business activities, their income will be less affected by the current Covid-19 pandemic. Furthermore, the everyday use of ICT has the potential to create numerous landscape improvement and business continuity, specifically for small and medium entrepreneurs (SMEs). This, in turn, would increase community participation in entrepreneurship. Therefore, it is crucial to study the role of digital marketing in strengthening new business norms among small entrepreneurs during the Covid-19 pandemic. It is also imperative to identify other factors that can help boost digital business. This research examined the relationship between ICT use in empowering rural entrepreneurs during MCO in Malaysia. The study design consisted of a quantitative form for each research instrument using the Google Form online survey. This study’s sample was selected using a particular sampling method (purposive sampling) and snowball sampling (snowball sampling) involving 158 small rural entrepreneurs in Penang, Malaysia. The data were analysed using Statistical Package for Social Science (SPSS) version 27.0 software. The findings showed that the respondents navigated the Covid-19 pandemic by carrying out business activities on the digital platform and took full advantage of the ICT applications as part of their new business norms. This study can provide input for the government to formulate strategies related to ICT in increasing awareness among rural entrepreneurs. Additionally, the input of this study can offer programs and activities to further enhance the entrepreneurs’ skills in using ICT. Received: 4 March 2021 / Accepted: 6 May 2021 / Published: 8 July 2021