Digital Marketing as a Powerful Tool to Improve MSMEs Performance

Yunarti (), Musran Munizu, Muhammad Arsyad and Abdul Razak Munir
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Yunarti: Pangkep State Polytechnique of Agriculture, Hasanuddin University
Musran Munizu: Hasanuddin University
Muhammad Arsyad: Hasanuddin University
Abdul Razak Munir: Hasanuddin University

A chapter in Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023), 2024, pp 380-393 from Springer

Abstract: Abstract Small and Medium Enterprises (MSMEs) play a pivotal role in the worldwide business arena, making substantial contributions to economic growth and employment. In the age of digital transformation, the importance of digital marketing in elevating the performance of MSMEs has become increasingly prominent. In today's dynamic business environment, leveraging digital marketing strategies can empower these enterprises to thrive and navigate the challenges of the digital era, fostering their growth and sustainability. This research explored and synthesized the existing literature to assess the effect of digital marketing on MSMEs’ performance. This study conducted a systematic literature review, involving the analysis of eleven selected articles. The research findings reveal a compelling and consistent pattern: digital marketing exerts a significant and positive influence on MSMEs’ performance. These articles collectively provide evidence of the substantial benefits digital marketing offers to MSMEs, including increased market reach, improved customer engagement, enhanced brand visibility, and enhanced competitive advantage. Digital marketing emerges as a powerful tool for enhancing the competitiveness and success of MSMEs in the digital era.

Keywords: Digital marketing; MSMEs; Performance (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-400-6_28

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