DIGITAL MARKETING IN MSMES

This paper comprehensively examines the digital marketing landscape among Micro, Small, and Medium-Sized Enterprises (MSMEs) in Johor, Malaysia. MSMEs contribute to Malaysia's economy, accounting for significant portions of GDP and employment. However, they face mounting pressure to adopt digital marketing strategies to remain competitive in an increasingly digital global economy. This paper identifies critical barriers to digital marketing adoption, including limited digital literacy, infrastructural challenges, financial constraints, and cultural resistance. Through an analysis of empirical findings and policy initiatives, actionable recommendations are proposed to address these issues. By contextualizing these challenges within Johor's unique socio-economic landscape, this paper aims to provide policymakers, researchers, and practitioners with insights for fostering sustainable digital transformation among MSMEs