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Journal of Indian Business Research

ISSN : 1755-4195

Article publication date: 20 February 2023

Issue publication date: 3 March 2023

This study aims to analyze the available literature on the use of digital marketing and its impact on small- and medium-sized enterprises (SMEs). This study identifies the use of digital marketing practices and its impact on SMEs.

Design/methodology/approach

A systematic literature review has been conducted on digital marketing, and its implementation in SMEs. The impact of digital marketing on SMEs performance is observed over the past 12 years through the resources which are undertaken for the study, namely, Science Direct, Scopus, Springer, IEEE Explorer, ACM Digital Library, Engineering Village, ISI Web of Knowledge database is used to search the research publications on the selected topic.

Although some SME firms use digital marketing, their impact is not similar where we can recommend a fixed strategy for applying digital marketing. This review provides an insight into how digital marketing has evolved over the period of time and how SMEs are adopting it for their sustenance.

Practical implications

This study will give theoretical analysis of various benefits received by SMEs because of digital marketing in the different capacities helping organizations to uplift their productivity. Mind mapping will give the idea of impact of SMEs on their various performances in rural as well as in the urban areas. This study will give further scope for digital marketers to approach those industries specifically at rural parts of the nation for bringing change into their marketing operations and also for increasing turnover by the use of digital marketing.

Originality/value

Research on the use of digital marketing by SMEs firms is still at the embryonic stage in India. This study is a pioneering effort to review the use of digital marketing in SMEs and identify research priorities for scholars and practitioners.

• Literature review
• Digital marketing
• Small and medium enterprises
• Impact on SMEs

Jadhav, G.G. , Gaikwad, S.V. and Bapat, D. (2023), "A systematic literature review: digital marketing and its impact on SMEs", Journal of Indian Business Research , Vol. 15 No. 1, pp. 76-91. https://doi.org/10.1108/JIBR-05-2022-0129

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Information technology adoption on digital marketing: a literature review.

1. Introduction

2. theoretical background, 2.1. digital strategy, inbound and outbound marketing, 2.2. big data, 2.3. big data in digital marketing strategies, 3. materials and methods, 3.1. systematic literature review.

• Formulation of the research question. The author recognizes the importance of finding a specific focus for the research. Therefore, the first stage is devoted to formulating the research questions. The question will guide the review by advocating which studies to include, which search strategy should be used to identify the relevant primary studies, and what data needs to be extracted for each study.
• Locating studies. Literature reviews seek to locate, select, and evaluate, as much as possible, the research deemed relevant for the specific review questions. The exhaustive search for studies allows for assurance that the review findings have considered all available evidence and are based on best quality contributions.
• Study selection and evaluation. To ensure that the studies to be reviewed are only those that are actually relevant to answering the review question, selection criteria are used. Decisions are recorded, specifying precisely why sources of information were included and excluded.
• Analysis and synthesis. After obtaining the compilation of relevant sources, it is time to analyze and synthesize the information. The goal of this step is to analyze the different studies and to describe how they are related. At the end of the systematic review a complete tabulation of all included studies is displayed, providing a comprehensive summary representation of the field of study.
• Publication of results. In the final stage, the results found are presented and discussed. A summary of the review, the limitations of the study, recommendations, practices, and future research needs are provided.
• Question 1: What is the influence of Big Data analysis on the study of consumer behavior?
• Question 2: How can Big Data influence digital marketing strategies?
• Question 3: What kind of systems seek to adapt to technological changes?

3.2. Bibliometric Review

4. discussion, 4.1. systematic literature review, 4.2. bibliometrics analysis, 5. conclusions, author contributions, institutional review board statement, informed consent statement, data availability statement, conflicts of interest.

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Figueiredo, F.; Gonçalves, M.J.A.; Teixeira, S. Information Technology Adoption on Digital Marketing: A Literature Review. Informatics 2021 , 8 , 74. https://doi.org/10.3390/informatics8040074

Figueiredo F, Gonçalves MJA, Teixeira S. Information Technology Adoption on Digital Marketing: A Literature Review. Informatics . 2021; 8(4):74. https://doi.org/10.3390/informatics8040074

Figueiredo, Fátima, Maria José Angélico Gonçalves, and Sandrina Teixeira. 2021. "Information Technology Adoption on Digital Marketing: A Literature Review" Informatics 8, no. 4: 74. https://doi.org/10.3390/informatics8040074

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A Literature Review on Digital Marketing: The Evolution of a Revolution

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Comparative Review of Marketing Performance Management Models - Classical Models vs Digital Marketing Models

The role of digital marketing in boosting msme marketing performance, exploring user perceived beliefs, evaluations, and gratifications in asm: applying expectancy-value approach for u&g theory on mastodon instance liker.social, related papers (3), internet marketing adoption by small business enterprises in malaysia, analisa strategi e-marketing dan implementasinya pada rental company, who does the marketing in retailing a case study of organizational selling behaviour in a large complex organization, trending questions (3).

The provided paper is a literature review on digital marketing, discussing the influence of digital transformation on value creation for businesses and proposing a structured approach for implementing a digital marketing strategy.

The paper provides a comprehensive literature review on how digital transformation in marketing has influenced value making for businesses and discusses prospective ways ahead. It identifies challenges in the digital marketing sector, particularly in social media and mobile marketing, and proposes a structured approach for businesses to adopt and implement a digital marketing strategy. The paper also suggests that the future of marketing may involve augmented and virtual reality.

The paper does not specifically mention literature that shows the improvement of digital marketing. The paper discusses the evolution and challenges of digital marketing, as well as future trends and strategies.

• DOI: 10.33422/jsmm.v1i1.901
• Corpus ID: 253471931

A Literature Review on Digital Marketing: The Evolution of a Revolution

• Marina Basimakopoulou , Kostas Theologou , Panagiotis Tzavaras
• Published in Journal of Social Media… 27 June 2022
• Business, Computer Science

4 Citations

Implementing technology for competitive advantage in digital marketing, comparative review of marketing performance management models - classical models vs digital marketing models, the role of digital marketing in boosting msme marketing performance, exploring user perceived beliefs, evaluations, and gratifications in asm: applying expectancy-value approach for u&g theory on mastodon instance liker.social, related papers.

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Systematic Literature Review on Digital Marketing in India: Present Scenario

Proceedings of the International Conference on Advances in Management Practices (ICAMP 2021)

13 Pages Posted: 29 Dec 2021

MRIIRS, FCBS

Simran Kaur

Date Written: December 17, 2021

Digital Marketing has emerged since 1990’s and 2000’s. 'Online Marketing,' 'Internet Marketing,' and 'Web Marketing' are all terms used to describe Digital Marketing. The use of electronic media to promote items and services into the market is known as digital marketing. The goal of digital marketing is to attract customers and allow them to interact with the companies they're interested in via digital media. Through a variety of digital marketing strategies, the main goal is to promote businesses, shape preferences, and increase sales. The study's premise is based on the IAMAI Kantar ICUBE 2020 Report, which predicts that India will have 900 million active Internet users by 2025, up from roughly 622 million in 2020, or a 45 percent increase in the next five years.This paper focuses on the concept of digital marketing based on reviews of research papers. The paper also describes the advantages and disadvantages of digital marketing and also suggests strategies to overcome the challenges in adopting digital marketing. The scope of digital marketing in India is also increasing rapidly because majority of the people nowadays are using the web or spending time on the internet. Further, there is a drastic growth of digital marketing during the COVID-19 and consumers’ buying behavior has been changed. To prevent disease vectors like as currency and point of sale (POS) terminals, Indian consumers are progressively transferring their purchases from in-store to online. Because of recent digital marketing developments, everyone wants to sell their products and services via the internet, which makes marketing methods more successful and affordable.

Keywords: Digital Marketing, Trends, Advantages, Disadvantages, Strategies.

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DMK 730: Legal and Ethical Considerations in Digital Marketing, Graham, fall 2024: Mass Media Law

• Company Research
• Products or Product Lines
• U.K. Market
• Mass Media Law
• APA Citations

This page is set up to help you:

• Find legal cases or case studies on seminal mass media law cases.
• Find current press briefs on law suits as they relate to digital marketing and violations of laws, ethics or regulations.

Quick Reference - Start here

• Online Advertising and Marketing Collected business guidance from the FTC.
• Mass Communications Law article found in Gale Encyclopedia of American Law , 4th ed., 2022. A broad introduction and overview of the federal statutes, regulations, and judicial decisions that govern radio; broadcast, cable, and satellite television; and other means of electronic communication.

U.S. Government Regulators

• Federal Trade Commission
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• Federal Communications Commission

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The following two databases specialize in providing access to articles published in business-related periodicals including journals, magazines, and trade publications.

The following are several "canned searches" in Business Source Premier that find lists of articles possibly relevant to your work in this class.

• Internet marketing AND legislation
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• Internet marketing AND laws (sort this one in particular by date newest?)
• Internet marketing AND regulation*

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The Impact of Artificial Intelligence in Digital Marketing: Literature Review

• First Online: 31 August 2024

Cite this chapter

• Bayan Aljazeeri 11 ,
• Allam Hamdan 9 , 12 &
• Mohammad Kanan 10  

Part of the book series: Studies in Systems, Decision and Control ((SSDC,volume 538))

The rapid advancement of artificial intelligence (AI) technology has revolutionized various industries, and digital marketing is no exception. The objective of this study is to conduct a comprehensive review of previous research focusing on the pivotal role of artificial intelligence (AI) in the domain of digital marketing. AI has emerged as a powerful tool capable of transforming numerous industries, marketing being one of them. By facilitating the analysis of vast quantities of data, recognizing patterns, and enabling informed decision-making, AI has fundamentally reshaped the way businesses interact with their online customers. The present study employed a library research approach, involving the review of 40 research papers relevant to the subject matter. The selected research papers encompassed a publication period spanning from 1955 to 2023. The primary finding indicates how businesses can leverage AI to elevate customer experiences, optimize advertising campaigns, and enhance overall marketing effectiveness. The paper extensively covered the diverse applications of AI in digital marketing, such as the creation of personalized content, implementation of chatbots for customer support, utilization of predictive analytics for targeting and segmentation, and deployment of recommendation engines for generating product ideas.

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Ahlia University, Manama, Kingdom of Bahrain

Allam Hamdan

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Aljazeeri, B., Hamdan, A., Kanan, M. (2024). The Impact of Artificial Intelligence in Digital Marketing: Literature Review. In: Hamdan, A., Harraf, A. (eds) Business Development via AI and Digitalization. Studies in Systems, Decision and Control, vol 538. Springer, Cham. https://doi.org/10.1007/978-3-031-62102-4_13

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