Digital Marketing Trends, Challenges and Opportunities for SMEs: A Systematic Literature Review

Ade Sita  Noviana; Helmia Khalifah  Sina; Novita Ria  Damayanti; I Made Bayu  Dirgantara

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Ade Sita Noviana
adesitanoviana@gmail.com
Faculty of Economics and Business, Diponegoro University, Indonesia
Helmia Khalifah Sina Faculty of Economics and Business, Diponegoro University, Indonesia
Novita Ria Damayanti Faculty of Economics and Business, Diponegoro University, Indonesia
I Made Bayu Dirgantara Faculty of Economics and Business, Diponegoro University, Indonesia

Vol. 4 No. 5 (2024): SEPTEMBER

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September 9, 2024

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This study aims to determine the trend of digital marketing in the last 7 years. In this study, the research method used was Systematic Literature Review (SLR) analysis using the Watase Uake application. A total of 12 articles were selected for analysis after filtering based on several criteria; keywords “digital marketing strategy SMEs”, title, year range 2018-2024, article qualification (Q1, Q2, Q3), abstract, source (Scopus), and keywords. The results of data analysis show that internet penetration, flexibility and adaptability of SMEs, digital innovation, and competitive market pressure are antecedents of digital marketing. Digital marketing has an impact on businesses related to business performance, growth, and development of marketing strategies, and excellence to survive in a competitive environment. The topic of digital marketing of SMEs was first researched in 2012. Theories that are widely used on this topic are technological acceptance, technology-organization-environment (TOE), Diffusion of Innovation (DOI), Analytical Hierarchy Process (AHP), Technological Acceptance Model 2 (TAM 2), and Unfield Theory of Acceptance and Use of Technology (UTAUT). Countries that have conducted research on this topic are United Kingdom, Italy, Australia, Brazil, Colombia, Indonesia, Saudi Arabia, Spain, Taiwan, United States. The development of research on this topic is increasing from year to year. This research presents a topic that is often discussed in social media marketing, namely perceived ease of use, so that it can be used for further research development.

Noviana, A. S. ., Sina, H. K. ., Damayanti, N. R. ., & Dirgantara, I. M. B. . (2024). Digital Marketing Trends, Challenges and Opportunities for SMEs: A Systematic Literature Review. Journal of Marketing and Emerging Economics, 4(5), 183–195. Retrieved from https://oajournals.net/index.php/jmee/article/view/2662

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Digital Marketing Trends, Challenges and Opportunities for SMEs: A Systematic Literature Review

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