How does marketing digitalisation occur in SMEs? a systematic literature review and theoretical framework development

Marina Proença, Kelly Mara Seronato, Mayara Ferreira Simões and Ana Maria Machado Toaldo

International Journal of Globalisation and Small Business, 2025, vol. 15, issue 2, 176-206

Abstract: While digitalisation can significantly benefit small and medium-sized enterprises (SMEs), they often struggle to implement comprehensive strategies, facing major cultural and personnel barriers. Research on the topic is fragmented, with most studies focusing on specific technologies or isolated aspects of digitalisation rather than providing a comprehensive overview, making it difficult to create a theoretical body of knowledge. Therefore, this study seeks to better understand the literature on marketing digitalisation in SMEs by identifying the major motivations, challenges, and benefits of digital technology implementation. Scopus and Web of Sciences were used for a 2012-2024 systematic literature review and 73 papers were carefully examined. The results suggest convergences and divergences related to SME marketing digitalisation literature, which culminated in a conceptual and analytical framework to organise the existing knowledge on the subject.

Keywords: marketing; digitalisation; literature review; SMEs; small and medium-sized enterprises; digital marketing; digital transformation; marketing digitalisation. (search for similar items in EconPapers)
Date: 2025
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