This study used six scales adapted from (Wolf & McQuitty, 2013) to assess motivations for DIY

behaviors. The scale has various subscales that measure the economic benefits of digital
marketing, product availability, quality, control, and outcomes. All the scale items have
psychometric measures ranging from 1 to 7.

The economic benefits of digital marketing were measured to understand the participants'
knowledge and perception of the topic. By utilizing the scales, the research could understand the
participants' positions. With a cheap market outreach and economical state, the research expected
higher scores in this element of DIY measurement.

Product availability was measured among the participants to gauge their exposure to various
digital marketing platforms. This was to determine how familiar the research sample was with
the various digital platforms. A significantly higher result was similarly expected in this element
of measurement. Digital marketing on various social media forums is evident in advertisements,
and promotional offers in shopping centers contribute to creating awareness of digital marketing
among SME owners.

Participants recorded opinions based on their knowledge of the quality of digital marketing.
Control and outcomes in their respective marketing platforms were recorded among the
participants who had utilized available digital marketing media. Each of the elements was
measured in the degree of ratings as follows.

(Wolf & McQuitty 2013) study found that the DIY scale had high validity. (Collier et al., 2020)
used the DIY motivation scale to measure subjective wellbeing and found that the constructs had
high Cronbach's alphas. (Suroso & Rafinda 2021) used the DIY motivation scale to assess the
motivation of small and medium-sized enterprises to adopt digital marketing and found a
Cronbach's alpha greater than 0.85 for all the constructs. Ritz et al. (2019) also found high
reliability (Cronbach's alpha > 0.7) for the constructs of the DIY scale in the assessment of the
motivation of small businesses in adopting digital marketing.

A total of 35 items relating to DIY behavior (11 items), economic benefits (6 items), lack of
quality (5 items), lack of product availability (5 items), sense of control (4 items), and fun and
excitement (4 items) were used to measure DIY motivations and outcomes. The DIY behavior
scale covers how SMEs use blog content, website content, mobile content, social media content,
search engine optimization, analytics, and updating e-Commerce websites.

The perceived economic benefit scale addresses participants' perceptions of the quality of
internet promotions and whether the internet developers and internet marketing professionals
meet their expectations. Items related to the product availability scale include questions like, "I
have to create Internet promotion myself to get consistent results." Items on the control scale
consist of questions such as, "doing digital marketing myself helps me be in charge of the
project," depicting the desire for control. The fun and excitement scale items consist of questions
such as, "I carry out digital marketing because it is enjoyable."

However, in carrying out research using the DIY model, there are always several challenges
faced, including questionnaire development, insufficient tools and resources, timeliness of
results, and lack of confidentiality. Questionnaire development used in the DIY model is very
tedious. It takes time for respondents to complete, which leads to many incomplete
questionnaires and missing very important information to have successful research. IT is
therefore important that the researcher develop a summarized questionnaire with only the
necessary question to reduce the chances of respondents leaving the questionnaires answered
only halfway.

Insufficient tools and resources is also another shortcoming of the DIY model. Since the research
is to be carried out online, there is a need for online tools to provide an accurate count of the data
that is being collected. These online tools are not easily available, and one would be required to
hire marketing research firms to carry out the task. Without the help of marketing research firms,
one risks not getting in-depth and insightful results.

The research on digital marketing in SMEs in Singapore is done online, which means that the
results are timeless. There will be a challenge in implementing and recording the results as they
trickle in. Therefore, it will mean that one will incur extra costs to hire a marketing research firm
to handle the data since they have the capability, leaving the researcher focusing on the findings.

The DIY models also lack confidentiality. Most SME owners and employees, just like any other
research population or sample, prefer that their identity and information shared remain
confidential. The fact that the DIY model does not guarantee confidentiality means that the
researcher will have to hire a professional marketing firm to ensure the anonymity and
confidentiality of those participating in the study is guaranteed. Although it will result o extra
costs, it goes a long way in preventing conflicts that could arise if the information is leaked.
Professional marketing firms are well trained, equipped, and licensed to handle such information
and maintain confidentiality and anonymity as required.TAM Measurement