Introduction

Community involvement and social innovation are interconnected in the process of knowledge transfer. Social innovation is knowledge that can change thoughts and behaviours to benefit and form a successful society. Social innovation in the context of knowledge transfer can provide an appropriate platform for the exchange of creative and innovative ideas, research findings, experiences, and skills between universities, industry, and society.

The term ‘social innovation’ carries the meaning of new ideas to meet social needs by creating effective relationships and commitment that involves all parties regardless of national government, private, civil society, or economy (Grisolia & Ferragina, 2015). It can also be defined as ideas, initiatives, projects, programmes, and ‘startups’ created to solve social problems that cannot be solved by previous individuals, organisations, and institutions (Ahmad Naim, 2015). Meanwhile, among other definitions, ‘social innovation’ refers to new ideas that include products, services, and even models developed to meet unmet social needs (Matei & Antonie, 2015).

Most scholars place the definition of social innovation as new ideas (products, services, models), new activities or services or applications to existing ideas that meet social goals or needs and problems (Wehn & Evers, 2015; Altuna et al., 2015; and Matei & Drumasu, 2015) which resulted in significant improvements in efficiency, effectiveness, and quality of life (Mulgan & Albury, 2003; and Wehn ​​& Evers, 2015). It also creates new social ties or collaborations with social values ​​involving all parties regardless of national government, private, public, or economic involvement (Altuna et al., 2015; Herrera, 2015; Matei & Drumasu, 2015; and Garcia et al., 2015).

The combination of various definitions from this social innovation consists of four main elements that can be explained by new ideas and technologies or improvements to existing ideas and technologies. Second, such new ideas and technologies must meet social goals or needs that directly address social problems. Third, the new ideas and technologies must significantly improve efficiency, effectiveness, and quality of life. The word ‘significant’ means new knowledge and technology that has matured or produced directly from research and development activities. Fourth, establishing relationships or social collaboration between various parties. Such relationships and collaborations have quantitative and qualitative social values ​​(Nur Azura & Mohd Fikri, 2017).

The focus of social innovation and community involvement through knowledge transfer can be realised through income generation workshops and projects. It is implemented to help the community improve its finances while achieving self-motivation. Thus, the elements in social innovation should be able to meet social needs in terms of employment, health, education, and other indicators of quality of life. At the same time, it has novelty value compared to existing methods; it must be workable and not in the form of impractical ideas and must have a better positive impact than existing solution methods (Dainiene & Dagiliene, 2015).

The emphasis on this social innovation is also enshrined in the Eleventh Malaysia Plan (11MP) towards driving economic growth through improvement and technology. The social innovation can create additional income sources through the production of products and services, especially the services and manufacturing sectors to high value and knowledge-based activities. Innovation is important to improve the overall efficiency and output of each sector. The 11MP will focus on strengthening relationship capital by enhancing cooperation among all stakeholders. Social innovation in society or community provides input to service delivery mechanisms, while social financing models will be developed to help communities fund identified initiatives (Fig. 1 provided).

Fig. 1
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Source: Economic Planning Unit (2015)

Social innovation strategy in Eleventh Malaysia Plan (RMK-11).

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Thus, referring to focus of 11MP plan, the cooperation between stakeholders and community are important on social innovation. In this case, Universiti Malaysia Terengganu (UMT) as stakeholders took this initiative to develop this social innovation to meet social needs through the transfer of knowledge directly to the fisherman community. Most Setiu fishermen have problems in terms of marketing their catch and no advisory services are given to them to support their activities. Among the problem statements identified were that the fishermen did not have the right channels to market their products if the products could not be sold on the same day. In terms of infrastructure, fishermen need the best storage containers to ensure the quality of fish from spoiling. Seeing this problem, technological expertise is needed to help fishermen maintain the quality of fish. Governments can play an important role in implementing various developments to address such problems (Roy, 2012).

In addition, most fishermen use middlemen to help them market their catch. Demand was expected higher especially in the urban area since the urban population stated for 54% of the total global population. Plus, this situation is expected to increase by another 60% on 2020 (United Nations, 2014). This has led the huge losses as buyers have to pay a higher price to middlemen than if buying directly by fishermen. This result has caused the middlemen to take a lot of profit compared to the fishermen. The middlemen made money, while the fishermen got paltry sums. With the transfer of knowledge from university to the fishermen, this can help the fishermen about the knowledge of the business. The fishermen will not be oppressed by the middlemen.

According to Shams et al. (2016), most fishermen have problem related to the knowledge of technology. This caused by a lack of knowledge in mastering new techniques and technologies that have been developed in this era. Therefore, the fishing community in Setiu should take the initiative to improve the knowledge-based economy or k-economy in order to remain competitive globally. Thus, this study focuses on the fishing community of B40 Setiu (Bottom 40 percent income group), Terengganu who face low-income sources throughout the year. These communities (mostly from small-scale fishermen) are also affected in terms of income due to the monsoon storm season as they are prohibited from going fishing due to high waves (Muhammad et al., 2016). The research question here is to what extent the Setiu fishing community benefits from the expansion of knowledge gained? To what extent can that ‘community engagement’ between the university and the community have a significant impact on the on the community’s lifestyle and living standard?

The research results in the form of knowledge and technology play a very important role in creating a ‘mind literate’ and able to think critically and innovatively in designing their ‘social capital’. Hence, this initiative automatically can change the quality of life from fisherman community based on the implementation of pre-test and post-test in knowledge transfer programme. The contribution of this study is to integrate knowledge transfer to aid the fishermen community at Setiu, where knowledge transfer is defined as the activities that facilitate what is needed to bring knowledge into use in another organisation’s context, such as, teaching, the management of interactions and sharing data and technology (Bloedon & Stokes, 1994, De Wit-de Vries et al., 2019). To resolve the aforementioned issues, this study contributes to research and practice by integrating knowledge transfer to connect to the community and to facilitate interaction and communication of the campus community and the local community. In addition, this study is seen as one of the best platforms in providing for the needs and wants of the community. The transfer of knowledge provided by the university can facilitate the identification of problems and the matching of appropriate expertise to be applied by the community.

The organisation of the discussion of this article begins with the framework of social innovation and literature review and then followed by community engagement, subsequently involving methodology, discussion of research findings, and finally recommendations and conclusion.

Social Innovation Framework

In explaining this social innovation framework, one of the main things that need to be understood is ‘what is the basic framework in social innovation?’. This basic framework involves the process of social innovation, which consists of five main phases: the first phase of evaluation, the second of design, followed by development, then systematisation, and institutionalisation, social innovation, scale. This can be shown in Fig. 2, as described by Herrera (2015).

Fig. 2
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Source: Herrera (2015)

Social innovation process.

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Fig. 3
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Source: Nur Azura & Mohd Fikri (2017a, b)

The extension of knowledge transfer (knowledge innovation, technology innovation, and social innovation).

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The first stage in the process of social innovation begins at the evaluation stage, which involves the continuous and active collection of information. This level of assessment involves active detection, situation, capability, and opportunity analysis. This stage triggers innovative ideas that place basic findings in a process for designing ideas. This assessment aims to look at weaknesses and strengths from various angles. In the context of the development of the fishing community, this stage is the most basic in forming the development of fishermen’s transformation towards sustainable development.

In the second stage, there are three design process methods, namely inspiration, ideas, and implementation. Inspiration-based design is one of the opportunities to gain motivation in finding solutions to problems. Ideas are a process of generating, developing, and testing ideas, and their implementation as a pathway that brings fisheries development projects into the life of the community. At this stage, it becomes one of the main pillars of successful social innovation in the fishing community.

The third stage focuses on the product. Social innovation is evident in introducing a product and how this product is proof of social change. In this case, it can maintain the sustainability of community development. Martín-de Castro et al. (2013) disclosed that successful social innovation development is essential to creating and maintaining organisational competitive advantage. Zemplinerová (2010) stated that the expense of research, development, and innovation introduction are the determinants of the characteristics to obtain a dominant market share.

Next, the social innovation system is an ongoing process that relies on evaluation. The results will help pioneer a system to produce innovation. It involves various elements such as social movements, business models, laws and regulations, data and infrastructure, and ways of thinking. Changes in the system of social innovation are reflected in new technologies, supply chains, institutional forms, skills, and regulatory and fiscal frameworks. Finally, innovation is seen as the most influential when organisational systems and structures can institutionalise these innovations. This stage is to improve and elevate social institutions towards the smooth development of the local fishing community.

On the other hand, Mulyaningsih et al. (2016) described knowledge transfer as a ‘Innovation within Knowledge Management’ which refers to a ‘process-oriented view that triggers new knowledge’. An accumulation and creation process of new knowledge appeared in the innovation process in an organisation. It is supported by integrating external and internal knowledge as important elements for the innovation process.

Community Engagement and Social Innovation Through Knowledge Transfer

Community engagement is the process of working together with and through groups of people belonging to similar geographic proximity, special interest, or similar situations to address issues affecting their well-being. It is a powerful vehicle for bringing about environmental and behavioural changes that will improve their quality of life. This process usually involved partnership and coalition that manage resources and influence systems. It served as a catalyst for changing policies, programme, and practices (CDC, 1997).

Bonding, bridging, and linkages are terms that can describe community involvement. The process of knowledge transfer can occur through training and skills acquired by recipients whether academics, students, or the local community (Nur Azura & Mohd Fikri, 2017a, b). The lecturers’ presentation of knowledge to the community during the workshop is the best platform in providing knowledge directly and ensuring that it is delivered by ‘hands on’. The process of transforming knowledge regularly can create bonding, togetherness, and creating a network of knowledge with others.

The selected fishermen community was registered under the Fishermen Association Setiu registered under the Fisheries Development of Authority Malaysia. This association is created as the platform as bonding between all members of the fishermen community. Bonding through association is important for social cohesion and cooperation within a community (Bakker et al., 2019; Magis, 2010). This is an independent association linked to other government agencies, industries, universities, and NGOs. Bridging capital with other organisations enables interactions between communities, allowing different communities to collaborate and broaden their asset base (Magis, 2010). Through bridging capital many innovations can be established through sharing knowledge between communities.

On the other hand, linking social capital refers to connections made across scales that mobilise political resources and power (Grafton, 2005). The fisheries organisations formed an important link between governmental actors and the governance process on the one hand and community members on the other (Bakker et al., 2019). Knowledge transfer is the critical process of knowledge dissemination between communities through bonding and linkage established through the Fishermen Association. Universiti Malaysia Terengganu initiated the knowledge transfer programme as part of the role of university as a university for society.

The challenges of today’s economy have greatly changed the landscape of human life in a community. This can be seen through the roles of universities, industries, research institutions, and the Science, Technology Innovation (STI) ecosystem as a whole (MESTECC, 2013). The failure of past approaches in technology and innovation has been revived through the formulation of a more holistic and integrated National Science, Technology and Innovation Policy (NPSTI). In this regard, universities, especially Universiti Malaysia Terengganu (UMT), have taken the initiative to initiate the desire to impart knowledge through teaching and learning and training through the process of supervision. The process of social innovation is triggered by the combined mobilisation of science innovation and technological innovation.

The role of the university in producing intelligent scholars has long been evident. Nowadays, the mainstream’s rapid growth has successfully integrated the university’s role in building social relations with the local community in the form of knowledge innovation, technology innovation, and social innovation (Fig. 3). These three innovation elements have led to the expansion of knowledge that is increasingly practised at the industrial, community, and stakeholder levels. The main goal of combining these three elements is to ensure that the process of knowledge transfer can be implemented more effectively and able to provide benefits to all parties.

By definition, knowledge innovation refers to knowledge produced through basic research and action research. While technological innovation can be defined as new technologies produced from the research and development process. Furthermore, social innovation can be considered as a complement to knowledge innovation and technology innovation. Interestingly, social innovation can consist of knowledge or technology innovation or a combination of both at once. Community involvement can generate social capital that includes networks, social bonds, and belief systems (Nur Azura & Mohd Fikri, 2017a, b).

Based on the questionnaire conducted on the Setiu fishing community, most of the respondents were excited about the new concept of social innovation. The concept of social innovation is gaining traction in the local community. The mobilisation of joint ventures and the sharing of ‘values’ from various parties led to the emergence of thoughtful ideas in shaping the Setiu fishing community’s economic well-being. Among the strategies of knowledge transfer are advisory guidance classes as well as knowledge in the form of technical skills, marketing, and so on. Income-generating activities in the form of ancillary income were also introduced to cover the fishing community’s lack of income. This can be seen through the activities of aquaculture integration livestock projects as well as food-based products such as Pumpkin Donut and Lokan Sauce.

This transfer knowledge programme has successfully created employment opportunities for the local community, especially those in the B40 group among the head of the family or housewife. According to Nor Aieni Mokhtar (2016) stated in her study the success in aquaculture farming has succeeded in earning a lucrative income of between RM 2000 and RM 9000 per month through the transfer knowledge programme in Setiu, Terengganu. Apart from that, the community development project, in collaboration with the Setiu Area Fishermen Association in Kampung Rhu Sepuluh, Setiu also succeeded in changing Setiu fishermen’s fate through the provision of UCTC (University-Community Transformation Centre). Income generation activities through the Kelulut honey farming programme can earn around RM 1000 for the local community. This can indirectly open the minds of family members in a community to think creatively and come forward with more confidence to venture into such a field.

Methodology

The fieldwork was conducted in Setiu district, Terengganu, Malaysia. The respondents were taken from local fishermen. The study was applied quantitative methods with convenience sampling, which did directly interview and survey questionnaires to collect data. Sample size has been determined according to Krejcie and Morgan (1970). This study used a probability sampling technique consisting of simple random sampling (Chua, 2009). A total of 251 fishermen from ten villages were involved in this study such as Kampung Telaga Papan, Kampung Fikri, Kampung Gong Batu, Kampung Penarik, Kampung Mangkuk, Kampung Saujana, Kampung Rhu 10, Kampung Bari, Merang, and Beris Tokku.

A questionnaire was used as an instrument to obtain information and collect data. The questionnaire was designed in Malay language by face-to-face with fishermen. Respondents were asked to answer the questions based on a Likert scale 1 to 5 (1 = very disagree, 2 = disagree, 3 = disagree, 4 = agree, 5 = strongly agree). The reason behind using a 5-point Likert scale by “strongly disagree” to “strongly agree” is to ensure consistency and provide flexible for respondents to answering the questionnaire. The data would be analysed using SPSS. Descriptive analysis was also performed to answer the research objectives in above.

The evaluation of the effectiveness of this study is based on a questionnaire distributed to respondents before (pre-test) and after (post-test) the implementation of knowledge transfer program. A one-day knowledge transfer programme related to tourism opportunities for the fisherman community was conducted at Nelayan Resort, Setiu, on 30 January 2020. The one-day programme consisted of five slots of the face-to-face interactive session was conducted by experienced and authorised speakers representing the Terengganu Tourist Agent Association, Department of Tourism Malaysia (Wilayah Timur), Amazing Terengganu, and lecturers from Universiti Malaysia Terengganu (UMT).

Before the programme started, a total of 30 participants were given an evaluation form to determine their understanding of knowledge (K), attitude (A), skills (S), and aspiration (A) to determine pre-test data prior to the programme which represented as KASA elements. The evaluation form consisted of six items on a 5-point Likert scale and then analysed further using the mean score of frequency. After the end of the programme, the participants completed the evaluation form again to determine the post-test evaluation of their understanding of knowledge (K), attitude (A), skills (S), and aspiration (A). The descriptive analysis based on the mean score for pre-test and post-test was analysed using SPSS Version 23.

Result and Discussion

This part will discuss on result and discussion whereby it consists of pre-test and post-test of knowledge transfer program. It involved the measurement of KASA elements. KASA refers to ‘knowledge, attitudes, skills, and aspirations that influence the adoption of selected practices and technologies to help achieve targeted social, economic, and environmental outcomes’ (Sandra Mathison, 2005). People react positively to their involvement in programme activities by the changes of KASA, which is similar to other hierarchical stage approaches to evaluation, such as Kirkpatrick’s four-level model of evaluation, commonly used in human resource development. Thus, an evaluation of a programme may therefore focus on the degree of change in KASA. This KASA evaluation has been adapted to the Kirkpatrick (1976, 1998) model based on four level of evaluation namely reaction (focuses on how the recipients react to the program); learning (how the recipients understood the content delivered in the program); behaviour (changes of behaviour); and lastly result (specific impact on the organisation) (Radin Firdaus et al., 2020).

However, another finding of the study will reveal how the conduct of sales competitions can build competitiveness among communities. It was measured by the highest income increment of the community during month of Ramadhan sales. The response was very encouraging as it managed to instil the spirit of healthy competition. The obvious best benefits from competition can serve as a steppingstone towards the preparation of a more robust business plan.

Pre-test and Post-test Knowledge Transfer Programme with Fishermen Community Engagement

Figure 4 shows the pre-test and post-test results of the knowledge transfer programme involving the fishermen community in Setiu, Terengganu, Malaysia.

Fig. 4
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Pre-test and post-test on knowledge transfer programme involving fishermen community in Setiu, Terengganu, Malaysia

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Figure 4 shows the mean score of KASA (knowledge, attitude, skill, and aspiration), indicating the impact of the pre-test and post-test programme. Assessing the impact of knowledge by participants showed a high increment from 2.458 to 4.208. The results indicated that the programme participants regarding tourism knowledge are higher than prior to joining the programme. For the attitude section, participants increased from 2.50 to 4.125. The results showed that the participants were more committed to gaining income through tourism activities. Most of the participants lacked the skills related to tourism activities (1.541). After the programme ended, the participants believed their skills had improved (2.500). The mean score of the participants’ aspiration before the programme was low (2.00), whereas the mean score of the aspiration after the programme was higher (3.791). Overall, the programme was impactful.

Based on observations on the Setiu fishing community, the impact of the programme conducted before and after is quite encouraging where the aims and objectives of the community programme are stated in advance to avoid ‘knowledge barriers’ (Paulin & Suneson, 2012; Radin Firdaus et al., 2020). To ensure that the knowledge is fully put into practice, training will be provided to selected support groups from the community. Without good training will cause the knowledge will not be communicated effectively to the community. On the other hand, the ability of the Setiu fishing community in accepting the knowledge transferred is something of a challenge (Radin Firdaus et al., 2020). While other challenges in the process of knowledge transfer are related to the level of acceptance and rejection of a knowledge conveyed (Chen et al., 2013). The findings of this study have similarities with Radin’s (2021) study in terms of barriers in the process of knowledge transfer to the community. Therefore, this programme has been implemented successfully to ensure the results obtained at a commendable level.

After completion of pre-test and post-test of knowledge transfer, we had initiated the sale competition among community in Setiu that was conducted during fasting month in Ramadhan (April to May 2021). Through this competition, four best winners were selected to receive cash prizes from the organiser. The purpose of this competition was to create healthy competition among community in Setiu to implement their knowledge into action business. This sales competition also opens the minds of community entrepreneurs to diversify the types of sales creatively, innovatively and able to generate more lucrative income in the future.

In academic perspective, we have seen the transformation of fishermen’s community in Setiu from throughout various programmes we have conducted within the period of this study. The support from the university grant has brought significant changes within the community. Without the financial support, this project is never existed, and the transformation of the community is yet to be seen and almost impossible to happen. The effort by the researchers is the key to embrace the new changes, and this must be supported by the whole ecosystem in the quadruple helix (government, industry, university, and community). This inspiration is in line with Malaysia Education Blueprint 2015–2025 (Higher Education) (Ministry of Higher Education Malaysia, 2015).

After completion of pre-test and post-test of knowledge transfer, we had initiated the sale competition among community in Setiu that was conducted during fasting month in Ramadhan (14th April to 30th April 2021). In this competition, 102 participants were involved in this sale competition. The types of business involved during the sales of Ramadhan were fish and seafood, agricultural products, foods and beverages, and others. Based on their sales, there were 4 to 240% increments during this competition. This impressive increase in sales revenue has changed the way of life of the fishing community in Setiu to be more daring to engage in the increasingly challenging world of entrepreneurship.

Table 1 shows the summary of the winners during this competition. The four best winners were selected to receive cash prizes from the organiser. The purpose of this competition was to create healthy competition among community in Setiu to implement their knowledge into action business. From this effort initiated by academia, the communities in Setiu were involved to compete with each other to get the highest increment of additional income during this Ramadhan. This effort required people who involved to be creative in promoting their products and engaged with customers in order to get the return customers to their stalls.

Table 1 Income increment of community during Ramadhan sales competition
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The Improvement of Community Engagement Based on Quintuple Helix Model

Based on the findings stated above, the effectiveness of the knowledge transfer process will be achieved through community relations within the framework of the ‘Quintuple Helix Model’ (Fig. 5). This Quintuple Helix Innovation Model framework (as suggested by Carayannis & Campbell, 2010) shows how each component in this framework is interconnected with each other. The interdependence between each of these components will create a chain of ecosystems. In this case, the interdependence of each component refers to how the university plays a role in conducting basic research, while industry produces commercial goods and finally the government regulates the market. The development of the process of knowledge transfer through Quintuple Helix Model comes from the earlier Triple Helix Model and the Quadruple Helix Model which involved discoveries about the media and community as well as environmental influences. It means that, in this study of fishing communities, all the components contained in Fig. 5 are transforming agents that affect the quality of life of the fishermen.

Fig. 5
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Source: Carayannis and Campbell (2010)

The Quintuple Helix Innovation Model.

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University-Industry Interactions

In the process of knowledge transfer, there will be interaction between the university and industry in terms of providing education to individuals as well as basic research (Etzkowitz & Leydesdorff, 1995). It can be done through informal communications, conferences, or industry interest in university publications. The most important aspect of this relationship is how the university plays a role in providing research results to produce products that can be commercialised. Hence, this joint venture is seen as a good incentive for both parties towards increasing the innovation that will be produced later.

University-Government Interactions

The interaction of university and university occurs when the government has the power in determining the direction of higher education. The government can also play an important role in formulating an integrated curriculum towards producing intelligent people with the potential to develop entrepreneurial talent and high competitiveness. In the case of these fishermen, the government has given encouragement in promoting the fisheries-based tourism sector.

Government-Industry interactions

From the perspective of the relationship between government and industry, it can be seen through the role of government in the market. The relationship between government and industry depends on the government’s attitude towards the market. In the economy, the government acts as an industry regulator in order to be protected from any misconduct of power related to intellectual property. In this regard, the main role of government in its interaction with industry is the establishment of intellectual property law and its enforcement.

The cooperation programme with the Ministry of Tourism, Arts and Culture (MOTAC) through such a knowledge transfer programme has successfully organised a series of workshops and trainings for the Setiu fishing community. Apart from that, this collaboration was also mobilised through collaboration with Radio Televisyen Malaysia (RTM) through a documentary programme to promote Setiu as a tourist destination for local and international tourists.

Media and Community Involvement

Media and community involvement in the context of the above discussion refers to knowledge transfer based on social media and cultural values. These communities are given exposure to the use of social media as one of the ways to increase efforts to promote their sales products easily and quickly. It is made up of two important capital namely social capital and information (Carayannis, 2004). This social capital consists of networking, relationships, and good will, and it is built through awareness and trust of potential partners both internal and external to the organisation.

The Creation of a Sustainable Ecosystem and Environment

The Quintuple helix (ecosystem) considers ecosystem and environmental considerations. This knowledge can be a better environmental protection and offer more quality of life to the people because of the natural environmental subsystem. Furthermore, the development of new ecologically friendly technologies can be derived from scientific findings through acquired research. Thus, knowledge creation in this subsystem plays a role in advancing information about the wants, needs, problems or satisfactions of the people, and so on. In the case of this Setiu fisherman, a collaboration programme with the Resort 10 and the Setiu Agriculture Department has made a good impact when they successfully planted coconut trees as one of the ways to create a beautiful and soothing environment.

Based on above discussion, the Triple Helix Model, it can be summarised that ‘university-industry-government relations’ as basis for exchanging knowledge and know-how through newly established cooperations. The Triple Helix Model phase is then followed by the Quadruple Helix Model whereby it can be described as involvement of the university with the community from various cultural backgrounds in shaping the process of knowledge creation and production (Carayannis & Campbell, 2009). Subsequently, the construction of a Quintuple Helix Model will create a sustainable ecosystem and environment through improved innovation. In the twenty-first century, the creation and production of knowledge and innovation in the Quintuple Helix Model must be ‘transdisciplinary’ and ‘interdisciplinary’ at the same time.

Social innovation in the context of community involvement requires a rigorous organisational, management, and governance process in building the right channels of communication between stakeholders of interest, including society. This process also requires ‘thinking outside the box’, which contributes to new knowledge to society. It is important to measure, evaluate, and give appreciation to researchers and professionals at the university level as an impetus for the process of continuous knowledge transfer among the local community.

Howlett et al. (2013) suggested that knowledge transfer be able to look at target groups to ensure effective knowledge transfer. Universities are also advised to examine their role and function as a knowledge transfer provider and use appropriate strategies. Academic staff, experts, and invitees are also very important to support the transfer of knowledge so that relevant knowledge can be conveyed efficiently and clearly.

The knowledge transfer programme conducted in the Setiu fishermen community had significant impact on entrepreneurial and business skills. It provided awareness and insights for the fishermen community on how to generate income through fishing activities, tourism activities, and others. Throughout the programme, the participants were taught to prepare a balance sheet business and develop a professional business, marketing strategic training, and creating a business plan. A business plan is a guide map for every entrepreneur. The strategy is an interactive tool that allows management, employees, suppliers, financial institutions, and other stakeholders to become connected with its project and its goals and objectives (Bourne, 2011).

Undeniably, there are challenges throughout the implementation of knowledge transfer projects. This can be seen by selecting quality participants, selecting appropriate knowledge, and technology innovation selection. The third refers to the extent to which the transfer of knowledge and technology innovation can meet the community’s needs, wants, and capabilities; fourth, the risk of transferring immature and impractical knowledge and technology innovation; and fifth, the risk of project implementation without profiling activities. The sixth and seventh are the challenge of generating social value through collaboration between agents and the challenge of implementing the concept of the National Blue Ocean Strategy (NBOS) to avoid the transfer of the same programme or project with agencies under the auspices of the government, respectively (Nur Azura & Mohd Fikri, 2017a, b).

University plays a critical role to educate the society. In line with this, UMT researchers have taken the initiative to engage in mentoring sessions by providing free training to community participants, especially to young entrepreneurs. Apart from that, the researchers performed fieldwork by attending the participants’ stores to review the participants’ progress. Most of the advice were how to improve the packaging, hygiene, and how to market product via internet platform. The guidance and assistance process are implemented periodically to help create a network to meet the needs of the participants.

In short, the strong bonding social capital among fishermen in Setiu has resulted in a resilient community identity which allows for collaboration and self-organisation. The combination and interrelationship between bonding, bridging, and linkages elements have positively impacted the form of motivation and community identity.

Conclusion

Through knowledge transfer, community involvement and social innovation require a high level of commitment between givers (university researchers and agencies involved) and recipients (fishing community). The absence of one will contribute to the success of the knowledge transfer process. The extent to which the fishing community succeeds in practising the knowledge they acquire will determine their future towards increasing income as well as quality of life.

The integration between social innovation, knowledge innovation, and technological innovation in an integrated manner will be able to produce highly skilled human capital and apply the knowledge learned to improve the existing policies. Emphasis on the aspect of ‘togetherness’ between the giver and recipient should be identified from the project’s initial stage until the end of the project. Analysing the community’s needs should be given primary emphasis ranging from data collection and community information to align with the national leadership aspirations to be achieved.

This study is seen as one of the best platforms in providing for the needs and wants of the community. Commitment and support from various parties is very necessary to ensure the sustainability of the project in the future. Furthermore, the transfer of knowledge provided by the university can facilitate the identification of problems and the matching of appropriate expertise to be applied by the community.

One limitation of this study was that small business challenges among the fishing community to adapt to the ongoing crisis. Indeed, the previous implementation of Movement Control Order (MCO) has greatly limited the movement, communication, and face-to-face interaction among human beings. COVID-19 pandemic has created different opportunities to solve many challenges. Therefore, in this case, the fishing community needs to be more creative in adapting to the current situation and new norms as well as be prepared in using today’s digital technology applications. In this regard, the integration between social innovation, knowledge innovation, and technological innovation is seen as complementary to the well-being of a community in a more sustainable ecosystem.