Navigating Digital Frontiers: A Systematic Literature Review of Digital Marketing Strategies in SMEs Across Emerging and Developed Economies (2015–2025)

Abstract

This study presents a Systematic Literature Review (SLR) of 127 peerreviewed articles from 2015 to 2025 that explore digital marketing in Small and
Medium Enterprises (SMEs). By applying the PRISMA framework, the review
synthesizes global research trends, theoretical perspectives, and empirical findings
related to the adoption, implementation, and outcomes of digital marketing strategies
in SMEs. The analysis highlights three central dimensions: technological advancement
(e.g., AI, metaverse), strategic marketing approaches (e.g., content marketing, social
media engagement), and contextual challenges, particularly in emerging economies.
The study identifies a strong influence of Resource-Based View (RBV) and
Technology-Organization-Environment (TOE) frameworks, with increasing
integration of entrepreneurial and sustainability-driven models. Moreover, the review
uncovers a geographic gap where research predominantly focuses on developing
countries, while advanced technologies receive more attention in developed
economies. Key contributions of this study include a new classification model that
connects contextual, conceptual, and methodological dimensions, and offers future
research directions on emerging technologies, resilience during crises (e.g., COVID19), and inclusive digital transformation. This review not only enriches academic
discourse but also provides practical insights for SMEs, policymakers, and digital
ecosystem stakeholders aiming to foster sustainable business growth in the digital era