This study explores the reasons (for/against) affecting Malaysian SMTHEs owners' attitudes and intentions to use digital marketing strategies using the BRT. The data was collected via a survey questionnaire, and PLS-SEM was used to assess the research model. The result shows that reasons significantly affect Malaysian SMTHEs owners' attitudes and intentions to use digital marketing. Similarly, both “RF” such as (perceived ease of use, perceived usefulness, relative advantage, and trust) and “RA” (technology usage barrier, technology anxiety barrier, and technology complexity barrier) were identified as influencing Malaysian owners’ attitudes and intention to use Digital marketing. Furthermore, Malaysian SMTHEs owners’ attitudes positively affect intentions to use digital marketing. Also, the result showed that the value open to change significantly affects the “RF”. Lastly, attitude significantly mediates the relationship between reasons and intention. The novelty of this study lies in its exploration of the reasons influencing Malaysian SMTHEs owners’ attitudes and intentions toward adopting digital marketing strategies.
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