The Role of Digital Marketing and Product Branding in Developing Successful Women Entrepreneurs

Abstract

This study involved collaboration between researchers at Universiti Utara Malaysia, Women Development, Health, and Senior Citizens Division at Yayasan Sultanah Bahiyah, and Kedah Women Development Office. This study is particularly aimed at examining the impact of digital marketing and product branding on entrepreneurial success among women entrepreneurs. Women entrepreneurs are always considered weak and do not have the power of awareness to change their fate towards a better standard of living. Women entrepreneurs often face problems such as a lack of training and exposure to aspects related to entrepreneurship. Previous studies have shown that women entrepreneurs are the most affected, not only due to the lower size and age of the business but also because the business sector they engage in is also severely affected by the phenomenon of COVID-19. Therefore, it is hoped that the study might help to provide entrepreneurial motivation, expose women to contemporary entrepreneurial knowledge, and educate and provide guidance towards becoming successful female entrepreneurs. The research design for this study is quantitative. The questionnaires were prepared using two languages, which are English and Bahasa Melayu, using back-to-back translation. A total of 44 participants were involved in the study. The findings also show that variables such as digital marketing and product branding have a significant impact on entrepreneurial success among women entrepreneurs. In conclusion, women entrepreneurs must always be prepared to ensure the sustainability and continuity of their businesses. They also need to be more adaptive in facing the challenges that occur in the entrepreneurial environment.