Examining Hybrid Communication Practices among Micro-Enterprise Owners in Brunei’s Event Based Business Environment

Batrisyia Jamil (Universiti Teknologi Brunei)
Mas Ayu Mumin (Universiti Teknologi Brunei)

SALTeL Journal (Southeast Asia Language Teaching and Learning)
Vol. 9 No. 2: July 2026

Micro, Small, and Medium Enterprises (MSMEs) play an important role Brunei’s economic development, with micro-enterprises forming the largest business subgroup and contributing significantly to employment, economic diversification, and community-based activities. This study examines how owners of seasonal and event-based micro-enterprises in Brunei employ hybrid communication strategies, defined as the integration of digital and offline communication approaches within their business operations. The study aims to explore how micro-enterprise owners utilised hybrid communication practices to engage with consumers, build relationships, and navigate operational challenges within Brunei’s socio-cultural and economic landscape. Guided by Integrated Marketing Communication (IMC) Theory, Attribution Theory, and Bourdieu’s concept of Social Capital, this study adopted an exploratory qualitative research design. Data were collected through semi-structured interviews, overt observations, and artefact analysis of micro-enterprise owners operating within Brunei’s pop-up event sector. The findings of this study reveal that participants strategically integrated digital and offline communication practices to maximise visibility, sustain customer engagement, and support business operations. The findings further demonstrate that communication extends beyond customer engagement by facilitating the development of social capital through vendor networks, event organisers, and informal community groups that provide access to information, support, and business opportunities. However, participants also experienced challenges related to communication workload, financial constraints associated with event participation and emerging concerns regarding artistic authenticity within an increasingly digitalised environment. Overall, the study highlights hybrid communication as an ongoing and culturally embedded process through which micro-enterprise owners support business sustainability while continuously negotiating between communication demands, financial limitations, and evolving business environments.