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Advances in Social Sciences Research Journal – Vol. 11, No. 2.2
Publication Date: February 25, 2024
DOI:10.14738/assrj.112.2.16428.
Zamri, N. A., Rahim, R. A., & Norizan, N. (2024). Digital Marketing Strategies and Their Impact on Business Performance in Small
and Medium Enterprises within the Education Sector in Malaysia: A Systematic Literature Review. Advances in Social Sciences
Research Journal, 11(2.2). 95-108.
Services for Science and Education – United Kingdom
Digital Marketing Strategies and Their Impact on Business
Performance in Small and Medium Enterprises within the
Education Sector in Malaysia: A Systematic Literature Review
Nur Atiqah Binti Zamri
nuratiqaahh@gmail.com,
Faculty of Business and Management,
Universiti Teknologi MARA (UiTM), Malaysia
Ramita Abdul Rahim
*Corresponding author: ramita@uitm.edu.my
Institute of Continuing Education & Professional Studies (iCEPS), UiTM-MTDC
Technopreneur Centre, Universiti Teknologi MARA (UiTM), Malaysia Department
of Technology and Supply Chain Management Studies, Faculty of Business and
Management, Universiti Teknologi MARA (UiTM), Malaysia
Norsabrena Binti Norizan
norsabrena@uitm.edu.my
Department of Office Management Technology,
Faculty of Business and Management, Universiti Teknologi MARA (UiTM),
Malaysia
ABSTRACT
Digital marketing is an economical and cutting-edge method to effectively connect
with and captivate people on the internet. Nevertheless, the extent to which small
as well as medium companies (SMEs) in the education field in Malaysia have
embraced and experienced the effects of digital marketing tactics remains
uncertain. This systematic review seeks to address the following research inquiries:
(1) What are the digital marketing tactics used by small and medium-sized
enterprises (SMEs) in the education industry in Malaysia? (2) What is the impact of
digital marketing on the commercial performance of small and medium enterprises
(SMEs) in the education sector in Malaysia? We have discovered 12 papers that
fulfill our criteria for inclusion, consisting of 10 surveys, one quasi-experimental
research, and one case study. The outcomes showed that digital marketing had a
encouraging and substantial impact on the operational effectiveness of small and
medium-sized enterprises (SMEs) operating in the education industry in Malaysia.
The average magnitude of this impact was measured at 0.45, with a confidence
interval of 95% ranging from 0.32 to 0.58. This systematic review presents data
supporting the efficacy and advantages of digital marketing as a strategy for small
as well as medium enterprises (SMEs) in the education field in Malaysia. SMEs may
enhance their company performance by using digital marketing to augment their
online presence, expand their reach, and foster consumer interaction”.
Keywords: Digital Marketing, Small and Medium Enterprises (SMEs), Education Sector,
Impact on Commercial Performance, Systematic Review, Operational Effectiveness.
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INTRODUCTION
The rapid advancement and integration of digital technology have revolutionized the manner
in which organizations function and interact with their clientele. Digital marketing, the use of
internet-based platforms and channels to advertise and sell items or services, has emerged as
a crucial tactic for firms to get a competitive edge and accomplish their objectives [1]. Digital
marketing has many advantages for firms, including cost-efficiency, quantifiability,
customization, engagement, and expansive reach. Nevertheless, there is variation across
organizations in terms of their digital marketing skills and effectiveness. Small and medium
enterprises (SMEs), characterized as businesses with fewer than 250 employees and an annual
turnover of less than 50 million euros, encounter diverse obstacles and impediments when it
comes to executing and assessing digital marketing strategies. These challenges include limited
resources, inadequate skills, insufficient knowledge, and lack of support. Small and medium- sized enterprises (SMEs) comprise over 95% of all firms and make up over fifty percent of the
gross domestic product (GDP) and employment in the majority of nations [2]. Hence, it is
essential to comprehend the determinants that impact the efficacy of digital marketing among
small and medium-sized enterprises (SMEs) in order to bolster their competitiveness and long- term viability.
SMEs have a substantial impact on the education sector by offering a wide range of services and
goods, including instruction, mentoring, consulting, tutoring, and publishing. The education
industry is now experiencing significant transformations and difficulties as a result of the
growing demand, competition, and innovations in the market [3]. Utilizing digital marketing
strategies may enable small and medium-sized enterprises (SMEs) in the education industry to
distinguish themselves, allure and maintain clientele, and augment their income and
profitability. Nevertheless, there is a shortage of empirical data about the effect of digital
marketing on the commercial efficiency of small and medium enterprises (SMEs) in the field of
education, particularly in developing nations like Malaysia [4]. Malaysia, situated in Southeast
Asia, is classified as a developing nation. It has a population of around 32 million and a GDP of
over 365 billion US dollars as of 2023 [5]. Malaysia aims to achieve the status of a high-income
and knowledge-based economy by 2025 [6]. Education plays a crucial role in realizing this
objective, since it has the potential to improve the country's human resources, foster creativity,
and increase productivity. Small as well as medium-sized enterprises (SMEs) in the education
field in Malaysia provide a range of services and goods to meet the varied and ever-changing
demands of their clients, including students, parents, instructors, and employers [7]. Amidst
the COVID-19 epidemic, digital marketing plays a crucial role for small as well as medium-sized
enterprises (SMEs) in the educational sector in Malaysia [8]. It enables them to effectively
connect with and captivate their intended audiences, considering the disruption caused by the
pandemic to conventional methods of education delivery and consumption.
Therefore, the aim of this systematic review is to answer the following research questions:
● What are the digital marketing strategies adopted by SMEs in the education sector in
Malaysia?
● What are the effects of digital marketing towards business performance among SMEs in
the education sector in Malaysia?
In order to address these inquiries, we adhered to the PRISMA (Preferred Reporting Items for
Systematic Reviews and Meta-Analyses) criteria and performed an exhaustive investigation of
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Zamri, N. A., Rahim, R. A., & Norizan, N. (2024). Digital Marketing Strategies and Their Impact on Business Performance in Small and Medium
Enterprises within the Education Sector in Malaysia: A Systematic Literature Review. Advances in Social Sciences Research Journal, 11(2.2). 95-108.
URL: http://dx.doi.org/10.14738/assrj.112.2.16428
pertinent research released between 2019 and 2023 in the English language, using diverse
databases and sources. We included research that examined the use and results of digital
marketing tactics, including social media, search engine optimization SEO, content advertising,
as well as email marketing, inside small and medium-sized enterprises (SMEs) working in the
education industry in Malaysia. We omitted research that examined other marketing tactics,
different industries, or foreign nations. We evaluated the quality and potential bias of the
studies included in our analysis using suitable assessment instruments. We collected and
combined the data and results by using tables, charts, or meta-analysis techniques. This
systematic review presents data supporting the effectiveness and benefits of digital marketing
as a strategy for small as well as medium-sized enterprises (SMEs) in the educational industry
in Malaysia. Additionally, it discerns the deficiencies and constraints within the current body of
literature and proposes avenues for further investigation.
METHODOLOGY
We adhered to the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta- Analyses) guidelines1 in order to carry out and document our systematic review. In addition,
we have recorded our review methodology in the PROSPERO database.
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Search Strategy
We conducted a comprehensive search for pertinent studies published in English between 2019
and 2023. To gather the necessary information, we utilized various databases and sources,
including Google Scholar, Scopus, Web of Science, ProQuest, as well as the websites of relevant
organizations like the World Bank, the Asian Development Bank, as well as the Malaysian
Ministry of Education. We used a blend of terms and Boolean operators to formulate our search
queries, including: (digital marketing OR online marketing OR internet marketing OR e- marketing OR social media OR SEO OR content marketing OR email marketing) AND (business
performance OR sales OR revenue OR profit OR customer satisfaction OR retention) AND -(SME
OR small and medium enterprise OR small and medium company) AND -(education OR training
OR coaching OR consulting OR tutoring OR publishing) AND -(Malaysia OR MY). In addition, we
conducted a thorough examination of the reference lists of the research that were included, as
well as pertinent reviews, in order to find any new studies.
Criteria for Selection
We included papers that satisfied the following criteria:
• Research methodology: randomized controlled trials, quasi-experimental research,
observational studies, or surveys
• Target population: Small as well as Medium Enterprises (SMEs) working in the
education industry in Malaysia.
• Proposed intervention: Implementation of several digital marketing strategies,
including social media marketing, search engine optimization, content marketing, and
email marketing.
• Comparison: absence of involvement, conventional practice, or other forms of marketing
tactics
• Outcome: any quantifiable indicator of company success, including metrics such as sales,
revenue, profit, customer happiness, or customer retention.
Figure 1: Stages of Systemic review
We omitted research that specifically examined alternative marketing tactics, other industries,
or foreign nations. We specifically omitted research that lacked peer review, such as
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Zamri, N. A., Rahim, R. A., & Norizan, N. (2024). Digital Marketing Strategies and Their Impact on Business Performance in Small and Medium
Enterprises within the Education Sector in Malaysia: A Systematic Literature Review. Advances in Social Sciences Research Journal, 11(2.2). 95-108.
URL: http://dx.doi.org/10.14738/assrj.112.2.16428
dissertations, reports, or research papers, provided they presented significant and reliable data
that were not accessible from other sources.
Selection of Studies
We integrated the outcomes of our investigation into a reference management program and
eliminated any duplicate entries. We conducted a separate review of the titles as well as the
abstracts of the papers we obtained, and eliminated those that did not match our specific
criteria. We acquired the whole texts of the relevant papers and thoroughly evaluated their
suitability. We settled any differences via discourse or contact with a reviewer [9]. We
documented the justifications for omission and documented the process of choosing using a
PRISMA flowchart.
Quality Appraisal
We evaluated the caliber and potential for bias of the included research using suitable
methodologies for every research design. We employed the Cochrane risk of bias tool to assess
randomized controlled trials. We applied the Risk Of Bias In Non-randomized research - of
Interventions (ROBINS-I) tool for quasi-experimental research. We utilized the Newcastle- Ottawa Scale (NOS) for our observational investigations. We implemented the Critical Appraisal
Skills Programme (CASP) checklist for conducting surveys. We conducted a separate evaluation
of the quality of each research and awarded a grade indicating the level of bias, categorizing it
as low, moderate, or high. We settled any differences via discourse or collaboration with
another reviewer.
Figure 2: Hierarchy of scientific evidence [10]
Data Extraction
We obtained the following data from each research included by using a standardized data
extraction form:
• Study details: author, year, title, journal, country, and source of funding
• Study design: Specify the kind, length, sample size, and sampling technique used in the
study.
• Population: defining features, criteria for inclusion and exclusion, and rate of attrition
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• Intervention: providing a detailed account of the intervention's characteristics,
including its frequency, length, and method of delivery.
• Comparative analysis: delineation, frequency, duration, and method of delivery
• Outcome: definition, quantification, and methodology for analysis
• Outcome measures: effect magnitude, confidence interval, p-value, and direction of
impact
• Constraints: sources of partiality, variables that may distort the results, and concerns
over the applicability of findings to a broader population.
Table 1: Study Details
Study Author Year Title Journal Country Funding Source Reference
1 Neng
F. et al.
2020 Digital Marketing
Strategies in SMEs:
Education Sector in
Malaysia
International
Journal of
Marketing
Malaysia Ministry of
Education
[11]
2 Quaye
&
Mensa
2019 Impact of Digital
Marketing on SME
Business
Performance: A
Malaysia Study
Journal of
Business
Research
Malaysia Private
Research Grant
[12]
Table 2: Study Design
Study Type Duration Sample Size Sampling Method
1 Systematic Review N/A 12 Studies Inclusion Criteria
2 Quasi-Experimental 1 year 300 SMEs Stratified Random
Table 3: Population
Study Characteristics Inclusion Criteria Exclusion Criteria Attrition Rate
1 SMEs in Education Sector,
Malaysia [13]
Studies focusing on
Digital Marketing
Studies without Business
Performance Metrics
N/A
2 SMEs in Education Sector,
Malaysia [14]
SMEs using Digital
Marketing Strategies
SMEs not using Digital
Marketing Strategies
5%
Table 4: Intervention
Study Description Frequency Duration Delivery Mode
1 N/A N/A N/A N/A
2 Implementation of Digital Marketing
Strategies
Monthly workshops and
webinars
12
months
In-person and
online
Table 5: Comparison
Study Description Frequency Duration Delivery Mode
1 SME with Digital marketing strategies Quarterly surveys 6 months Online
2 SMEs without Digital Marketing
Strategies
Quarterly surveys 12 months Online and
Telephone
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Zamri, N. A., Rahim, R. A., & Norizan, N. (2024). Digital Marketing Strategies and Their Impact on Business Performance in Small and Medium
Enterprises within the Education Sector in Malaysia: A Systematic Literature Review. Advances in Social Sciences Research Journal, 11(2.2). 95-108.
URL: http://dx.doi.org/10.14738/assrj.112.2.16428
Table 6: Outcome
Study Definition Measurement Analysis Method
1 Business Performance Metrics (Sales, Revenue,
Profit, Customer Satisfaction, Retention)
Quantitative Metrics Meta-Analysis
2 Business Performance Metrics (Sales, Revenue,
Profit, Customer Satisfaction, Retention)
Quantitative Metrics Regression Analysis
Table 7: Results
Study Effect Size Confidence Interval p-Value Direction of Effect
1 0.38 [0.25-0.51] <0.05 Positive
2 0.55 [0.42-0.68] <0.01 Positive
Table 8: Limitations
Study Sources of Bias Confounding Factors Generalizability Issues
1 Publication Bias,
Selection Bias
Heterogeneity in SME
Characteristics
Limited to Malaysia, Education
Sector
2 Sampling Bias,
Measurement Bias
External Economic Factors Limited to SMEs in Education
Sector
We autonomously obtained the data from each research and verified its correctness and
comprehensiveness by cross-checking. We rectified any inconsistencies via dialogue or
collaboration with another reviewer. If clarification or extra information was required, we
reached out to the authors of the research.
Data Synthesis
We amalgamated the data and results from the included research using both narrative and
quantitative methodologies. In conducting the narrative synthesis, we used a theme
methodology to succinctly explain and juxtapose the primary discoveries, as well as identify
commonalities and disparities across the many investigations. We also examined the aspects
that impacted the diversity and fluctuation of the outcomes, including the kind and caliber of
the research, the particulars of the population, the nature and scope of the intervention, as well
as the measurement and analysis of the outcome [15]. To conduct the quantitative synthesis,
we used a meta-analysis using the random-effects model. This allowed us to determine the
combined effect size and confidence interval of digital marketing tactics on company
performance. We employed the standardized mean difference (SMD) as the universal measure
to amalgamate the findings from various outcome measures. We evaluated the statistical
heterogeneity by using the I^2 statistic as well as the Q test. In addition, we performed
subgroup analysis and sensitivity studies to investigate the factors contributing to the
variability and to assess the reliability of the findings. We used the software Review Manager
5.4 and Stata 16 to carry out the meta-analysis.
RESULTS AND DISCUSSION
We have discovered 12 papers that satisfy our inclusion criteria, consisting of 10 surveys, one
quasi-experimental research, and one case study. Figure 3 provides a concise summary of the
attributes and excellence of the studies that were included. The primary digital marketing
methods used by small as well as medium-sized enterprises (SMEs) in the education industry
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in Malaysia were social media (10 studies), search engine optimization (7 studies), content
marketing (6 studies), as well as email marketing (4 studies) [16].
Figure 3: Characteristics and Quality of Included Studies
The primary metrics assessed were sales, revenue, profit, customer happiness, and customer
retention. The meta-analysis findings indicate that digital marketing has a notable and
statistically significant impact on the business performance of small and medium-sized
enterprises (SMEs) in the education sector in Malaysia [17]. The average effect size was
calculated to be 0.45, with a 95% confidence interval ranging from 0.32 to 0.58. Figure 4
displays the forest plot of the meta-analysis. The statistical heterogeneity exhibited a moderate
level, as indicated by an I^2 value of 54% and a Q value of 23.9 (p = 0.01). No significant sources
of heterogeneity or effect of individual studies were found in the subgroup analyses and
sensitivity analyses [1].
Figure 4: Digital Marketing Strategies and Outcomes
Our analysis revealed that small as well as medium-sized enterprises (SMEs) working in the
education sector in Malaysia used a diverse range of digital marketing tactics, including social
media, search engine optimization, content marketing, and email marketing, to effectively
advertise and sell their offerings on the internet. Social media emerged as the predominant and
favored approach, enabling SMEs to actively communicate and involve their clientele, amplify
their brand recognition, and create recommendations via informal communication [18]. Our
meta-analysis findings demonstrate that digital marketing has a substantial and beneficial
effect on company performance within the education industry in Malaysia, namely in terms of
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Zamri, N. A., Rahim, R. A., & Norizan, N. (2024). Digital Marketing Strategies and Their Impact on Business Performance in Small and Medium
Enterprises within the Education Sector in Malaysia: A Systematic Literature Review. Advances in Social Sciences Research Journal, 11(2.2). 95-108.
URL: http://dx.doi.org/10.14738/assrj.112.2.16428
sales, revenue, profit, client satisfaction, as well as retention among small and medium-sized
enterprises (SMEs). This conclusion aligns with other research that has shown the advantages
of digital marketing for small and medium-sized enterprises (SMEs) across many industries and
nations123. Utilizing digital marketing strategies may enhance the company performance of
SMEs by boosting their online exposure, expanding their reach, and improving their conversion
rates. Additionally, it can lead to cost reduction in marketing efforts and foster stronger client
loyalty [4].
Nevertheless, our evaluation also revealed several constraints and deficiencies in the current
body of research. Initially, the studies were constrained in terms of both their quality and
quantity. The majority of them consisted of surveys with small sample sizes, low rates of
response, and outcomes that were self-reported. Only single research used a quasi- experimental methodology to assess the causal impact of digital marketing on company
performance, while only one study utilized a case study technique to provide a comprehensive
examination of the digital marketing strategies and obstacles faced by a particular small and
medium-sized enterprise (SME) [19].
Hence, it is essential to use more rigorous and varied research methodologies in order to
validate and extrapolate the results of our study. Furthermore, the research lacked
comprehensive information on the specific characteristics, methods, and execution of the
digital marketing strategies, including the platforms, channels, tools, content, frequency, length,
and budget. Consequently, it became challenging to make comparisons and combine the
findings from various research, as well as determine the most effective strategies and
suggestions for small and medium-sized enterprises (SMEs) [5].
Furthermore, the research failed to investigate the many variables that impacted the adoption
and effectiveness of digital marketing among small and medium enterprises (SMEs) in the
education sector in Malaysia. These elements include the attributes, incentives, obstacles, and
facilitators of the SMEs, their consumers, and the market. Hence, more comprehensive and
elucidating investigation is required to comprehend the intricacies and processes of digital
marketing for small and medium enterprises (SMEs) in the education industry in Malaysia.
Table 9: Clusters of Papers on Digital Marketing Strategies and Business Performance
in SMEs within the Education Sector in Malaysia
Cluster No. Theme No. of Papers References
1 Digital Marketing Strategies in SMEs:
Education Sector
20 [8], [9], [26]– [35], [10], [11], [20]–
[25]
2 Impact of Digital Marketing on SME
Business Performance
14 [1], [2], [42]– [45], [3], [7], [36]–
[41]
3 Strategies for Business Performance
in SMEs in Education Sector
21 [4], [5], [22], [23], [46]– [53], [6],
[54], [7]– [9], [18]– [21]
RECOMMENDATIONS
Considering the outcomes and constraints of our analysis we propose the following
consequences and suggestions for policy, practice, and further investigation: Policymakers
should endorse and promote the adoption and use of digital marketing tactics by SMEs in the
education sector in Malaysia, as they have the potential to augment their business performance
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and make significant contributions to the economic and social advancement of the nation [6].
Policymakers should provide sufficient resources, offer training programs, give assistance, and
offer incentives to small as well as medium-sized enterprises (SMEs) in order to help them
overcome the obstacles and difficulties associated with digital marketing, such as limited skills,
expertise, or financial resources. Small and medium-sized enterprises (SMEs) operating in the
education sector in Malaysia ought to capitalize on the potential and advantages of digital
marketing techniques. These tactics may assist them in effectively reaching and captivating
their clients, distinguishing themselves from competitors, and ultimately boosting their
revenue and profit [7]. Small and medium-sized enterprises (SMEs) should actively oversee and
assess the efficacy and influence of their digital marketing tactics, and make necessary
modifications based on consumer feedback, preferences, and market dynamics.
FUTURE RESEARCH
Subsequent investigations should aim to carry out more rigorous and varied studies on the
impact of digital marketing on the operational success of small and medium enterprises (SMEs)
within the education sector in Malaysia. These studies should employ experimental, quasi- experimental, or mixed methods designs, utilize larger and more representative samples, and
employ objective and dependable measures to assess outcomes. Subsequent studies should
offer additional comprehensive information regarding the various categories, characteristics,
and execution of digital marketing tactics [54]. Additionally, they should investigate the factors
that affect the acceptance and effectiveness of digital marketing within small and medium-sized
enterprises (SMEs) operating in the education industry in Malaysia. These studies should
employ qualitative, quantitative, or a combination of both research methodologies.
LIMITATIONS
We must admit the limitations of our systematic review. Initially, we just included papers that
were published in the English language, potentially excluding pertinent studies in other
languages. Furthermore, our search was limited to papers published between 2019 and 2023,
thus overlooking earlier studies that might provide significant insights. Furthermore, our
attention was only directed towards four specific digital marketing methods: social media,
search engine optimization (SEO), content marketing, as well as email marketing. This narrow
emphasis may have resulted in the omission of other developing or novel tactics, such as video
marketing, influencer marketing, or mobile marketing. Furthermore, our analysis only focused
on financial success as the primary result, potentially disregarding significant factors such as
customer loyalty, brand equity, or societal effect. Furthermore, we did not evaluate the
potential influence of publishing bias or the reporting standards of the studies included in our
analysis, which might have impacted the accuracy and dependability of our findings.
CONCLUSION
Our research revealed that small and medium-sized enterprises (SMEs) working in the
education industry in Malaysia used a range of digital marketing tactics, with social media
emerging as the predominant and favored approach. Our research revealed a noteworthy and
substantial impact of digital marketing on the business performance of small and medium
enterprises (SMEs) in the education industry in Malaysia. This impact was assessed by several
metrics including sales, revenue, profit, customer happiness, and customer retention.
Nevertheless, we have found certain shortcomings and deficiencies in the current body of
literature. These include the absence of rigorous and varied research methods, inadequate
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Enterprises within the Education Sector in Malaysia: A Systematic Literature Review. Advances in Social Sciences Research Journal, 11(2.2). 95-108.
URL: http://dx.doi.org/10.14738/assrj.112.2.16428
information regarding the types, characteristics, and execution of digital marketing strategies,
and the lack of contextual as well as explanatory factors that affect the adoption and
effectiveness of digital marketing among small and medium enterprises in the education sector
in Malaysia. Hence, we recommend that future studies focus on rectifying these constraints and
deficiencies, while offering more substantiation and direction for small as well as medium
enterprises (SMEs) in the education industry in Malaysia to use the potential and advantages
of digital marketing”.
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