Kuala Lumpur: Social media platforms such as TikTok, Instagram, and Facebook have established themselves as popular promotional tools for the younger generation, yet mainstream media remains a steadfast ally for entrepreneurs aiming to establish a reputation and consumer trust in local products. Whether through print or electronic media, mainstream outlets continue to be crucial in disseminating reliable information, including updates on government incentives and policies that directly affect the business community.

According to BERNAMA News Agency, batik entrepreneur Shaifuddin Mustafa, based in Tanjung Lumpur, acknowledges the enduring role of mainstream media as a vital connection between traders and consumers. Shaifuddin, who has been in business since 1993 alongside his wife, Zalina Husain, notes that government efforts to promote batik are significantly bolstered by local media coverage, which indirectly supports the industry.

Shaifuddin remarked, "Social media is important, but print and electronic media also have their own roles, for example, when they highlight the wearing of batik attire. When people come looking for batik, it helps to shine a light on our business. Besides that, the mainstream media plays an important role by providing us with information about government assistance and initiatives available for entrepreneurs."

Nazidah Ali, commonly referred to as 'Kak Gee,' sells bread and has experienced a boost in sales and customer trust due to both online and print media coverage. She acknowledges the challenge of gaining exposure through mainstream media but views such coverage as instrumental in reinforcing her brand, Roti Gebhoo, which she established in 2018.

Kak Gee stated, "Several media outlets have published stories about my bread products, making the brand more recognised and enhancing the credibility of my business. When a business is featured by professional journalists through mainstream media, it signals that the brand is legitimate, trustworthy, and has undergone ethical content vetting. For me, news published in newspapers is history that cannot be erased, unlike social media content, which can disappear at any time."

Marzaitul Husna Abu Johar, a gula kabung entrepreneur from Kampung Peruang, Kuala Lipis, also highlights the effectiveness of mainstream media in promoting products. She emphasizes that these media outlets are trusted sources within the community, as opposed to social media, which often features unverified content.

"There are many gula kabung sellers online, but the identities of the business owners are often unknown, and the product quality is questionable," she explained. "This is where mainstream media plays a role in shaping positive perceptions. For instance, although there are various brands of gula kabung in the market, customers place greater trust in us and feel more confident buying our products because we have been featured in newspapers," she added.