Building a Strong Online Presence for Small and Medium Enterprises: An Emerging Market Perspective

Felicia de Heer ()
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Felicia de Heer: Central University, Department of Marketing, Central Business School

Chapter 13 in Entrepreneurship and Small and Medium-Sized Enterprises (SMEs) in Africa, 2026, pp 277-305 from Springer

Abstract: Abstract This study conducted a systematic literature review of the key factors for building a strong online SME brand presence from an emerging market perspective. The systematic literature review made use of ScienceDirect, Scopus, JSTOR and Google Scholar databases and selected articles relevant to the study. The findings of the study underscored positive relationships between all the variables: user-friendliness of website, interactiveness of brand, past performance, e-WOM, ease of use, customer experience of website, brand reputation and building a strong SME online brand presence. It is recommended that governments in emerging markets provide a reliable and affordable infrastructure so that SMEs can have continuous access to electric power and Internet connectivity for online activities.

Keywords: Online; Brand; Small and medium enterprise; Website; Systematic literature review; Africa (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-032-14174-3_13

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DOI: 10.1007/978-3-032-14174-3_13

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