International Journal of Drug Delivery Technology
Volume 16, Issue 13s, 2026

Impact of Digital Media Competencies and Innovation on FMCG Marketing Towards Organisational Technological Sustainability in Malaysia

Sasikumar K1*, Dr. Jacquline Tham2

1*Department: Post Graduate Centre, Management and Science University, Malaysia. Email: sasimeenatk@hotmail.com

2Department: Post Graduate Centre, Management and Science University, Malaysia. Email: jacquline@msu.edu.my

ABSTRACT

Background: This study reconstructs the effects Digital media competencies and creativity have on FMCG company's marketing campaigns in Malaysia as far as long-term technological sustainability if considered. The main goal of this study is to understand how technology, innovation, and corporate environmentalism are connected in the processes of online advertising applied by brands in Malaysia studying the FMCG sector.

Methods: This study uses a mixed methods design, involving both quantitative and qualitative data collecting techniques. The quantitative data was collected by using a survey tool sent to 370 people including marketers and IT professionals who are selected as the sample for this study whilst qualitative findings were drawn from ten experienced managers, marketers, and IT professionals who have been working in the definite sector more than 5 years through in-depth semi-structured interviews conducted.

Results: The results of this study suggest that there is a significant link between digital media capabilities and innovation and their influence on FMCG promotional activities, customer loyalty, and business longevity in Malaysia's market context.

Conclusion: This statement highlights the importance of adapting to changing consumer behaviors, leveraging e-channels to enhance customer engagement, and making data-driven decisions to achieve technological sustainability.

Key Words: Customer engagement, marketing strategies, digital marketing, online promotional activities, blockchain technology, etc

How to cite this article: Sasikumar K, Tham J. Impact of Digital Media Competencies and Innovation on FMCG Marketing Towards Organisational Technological Sustainability in Malaysia. Int J Drug Deliv Technol. 2026;16(13s): 768-778. DOI: 10.25258/ijddt.16.13s.83.

Source of support: Nil.

Conflict of interest: None