Assessing the Success of Agromarketing Masterclass TikTok Shop Edition : Evidence from FAMA’s Digital Agropreneurship Program
DOI:
https://doi.org/10.24191/jibe.v11i1.11085Keywords:
Agromarketing Masterclass, Digital Entrepreneurship, FAMA Entrepreneurs, TikTok ShopAbstract
This study evaluates the effectiveness of the Agromarketing Masterclass TikTok Shop Edition (AMTTSE), a government-led digital agropreneurship intervention implemented by the Federal Agricultural Marketing Authority (FAMA) in Malaysia. Responding to the need for stronger empirical evidence on whether social commerce training translates into measurable economic outcomes, the study applies a quantitative descriptive and aggregate correlational design using the official AMTTSE performance dataset for June to December 2024. The dataset covers 80 participating companies, 160 entrepreneurs, 425 stock-keeping units, programme sales channels, content distribution, product movement, orders and seller-level gross merchandise value (GMV). The findings show that the programme generated RM6,205,957.06 in cumulative sales from June to December 2024 and achieved an overall return on investment of approximately 1:30.64. Short-video sales contributed RM2,766,229.44, livestream sales contributed RM2,199,951.99, profile-window sales contributed RM127,020.07 and other shop-tab sales contributed RM1,112,755.54. Pearson correlation analysis using monthly aggregate data indicates that total monthly sales were strongly and significantly associated with short-video sales (r = .997, p < .0001), livestream sales (r = .989, p < .0001), orders (r = .977, p = .0002) and products sold (r = .930, p = .0024). The findings support the Resource-Based View and Dynamic Capabilities perspectives by showing that digital engagement, adaptive content capability and platform-based selling mechanisms are strategic resources for agropreneurial performance. The study contributes by providing evidence from an outcome-based public-sector digitalisation programme and by clarifying the conditions under which TikTok Shop can function as a practical income-enhancement mechanism for Malaysian agripreneurs.
References
Books
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.
Journal Articles
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108
FAMA. (2024). Projek Perintis Report (December 2024): Agromarketing Masterclass TikTok Shop Edition performance dataset. Federal Agricultural Marketing Authority.
Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183–191. https://doi.org/10.1016/j.ijinfomgt.2014.12.005
Halim, I. A., Gian Singh, J. K., & Osman, R. (2026). Bridging the digital gap: Factors influencing digital economy adoption in small enterprises. Journal of International Business, Economics and Entrepreneurship, 11(1), 32–42. https://doi.org/10.24191/jibe.v11i1.8520
Kraus, S., Palmer, C., Kailer, N., Kallinger, F. L., & Spitzer, J. (2022). Digital entrepreneurship: A research agenda on new business models for the twenty-first century. International Journal of Entrepreneurial Behavior & Research, 28(5), 1172–1193.
Nambisan, S. (2017). Digital entrepreneurship: Toward a digital technology perspective of entrepreneurship. Entrepreneurship Theory and Practice, 41(6), 1029–1055. https://doi.org/10.1111/etap.12254
Putit, L., Hamzah, M. I., Abdullah, M. F., Syed Annuar, S. N., & Yulianto, A. (2025). Drivers of social media marketing continuance among MSMEs in emerging economies. Journal of International Business, Economics and Entrepreneurship, 10(2), 86–97. https://doi.org/10.24191/jibe.v10i2.8743
Rahim, N. A., Yusuf, M. A., & Che Mat, N. (2024). Social commerce and shoppertainment adoption among Malaysian consumers. Journal of Digital Business and Marketing, 4(2), 45–61.
Raub, N. A. A., Aluwi, A. H., Zainal Abidin, N. I., & Maulida, E. (2025). Strategic marketing and digital transformation for SME empowerment: Insights from a Malaysia–Indonesia service-learning collaboration. Journal of International Business, Economics and Entrepreneurship, 10(2). https://doi.org/10.24191/jibe.v10i2.8197
Rauch, A., & Frese, M. (2007). Let's put the person back into entrepreneurship research: A meta-analysis on the relationship between business owners' personality traits, business creation and success. European Journal of Work and Organizational Psychology, 16(4), 353–385. https://doi.org/10.1080/13594320701595438
Teece, D. J. (2018). Business models and dynamic capabilities. Long Range Planning, 51(1), 40–49. https://doi.org/10.1016/j.lrp.2017.06.007
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Abd Razzif Abd Razak, Siti Faizah Zainal, Siti Nurulaini Azmi, Nur Hafizah Roslan, Nur Syairah Ani, Abd Halim Zainal Abidin, Muhammad Fakrullah Haziq Hashim
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
