The Mediating Effect of Traditional and Digital Advertising on Business Growth in the Food and Beverage Industry

Mohamad, Mazri (2025) The Mediating Effect of Traditional and Digital Advertising on Business Growth in the Food and Beverage Industry. Doctoral thesis, Asia e University.

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Abstract

The food and beverage (F&B) sector, particularly among small and medium-sized enterprises (SMEs) in Malaysia, is a key contributor to national economic development. However, many SMEs in Kuala Lumpur face performance challenges arising from ineffective advertising strategies. This study examines the influence of traditional advertising effectiveness, digital advertising adoption, advertising budget allocation, and integrated marketing communication on SME business performance, with advertising expenses tested as a mediating factor. A quantitative survey of 250 SME owners and managers was conducted, and data were analysed using structural equation modelling (SEM). The results show that digital advertising adoption, advertising budget allocation, and integrated marketing communication significantly and positively influence SME performance, while traditional advertising effectiveness demonstrates a weaker effect. Advertising expenses are found to partially mediate the relationships between digital adoption, budget allocation, and integrated marketing communication with business performance, but not with traditional advertising. These findings highlight limited digital literacy and resource constraints as persistent barriers, yet confirm that SMEs leveraging balanced advertising strategies achieve stronger customer engagement and business outcomes. The study provides both theoretical contributions to SME marketing research and practical insights for policymakers and entrepreneurs seeking to enhance performance through effective advertising investments.

Item Type:	Thesis (Doctoral)
Uncontrolled Keywords:	SME performance, digital advertising, advertising expenses, integrated marketing communication, Kuala Lumpur F&B sector
Subjects:	H Social Sciences > HF Commerce
Divisions:	School of Graduate Studies
Depositing User:	Nor Aisyah Ghazali
Date Deposited:	23 Apr 2026 02:16
Last Modified:	23 Apr 2026 02:16
URI:	http://ur.aeu.edu.my/id/eprint/1485

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