Laila, Nis ul; Sukmaning um, Puji Sucia; Ngah, Wan Azman Saini Wan; Rosyidi,
Lu h i Nu ; Rahmawa i, Indah
A icle
An in-dep h analysis o digi al ma ke ing ends and
p ospec s in small and medium-sized en e p ises: u ilizing
bibliome ic mapping
Cogen Business & Managemen
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Sugges ed Ci a ion: Laila, Nis ul; Sukmaning um, Puji Sucia; Ngah, Wan Azman Saini Wan; Rosyidi,
Lu h i Nu ; Rahmawa i, Indah (2024) : An in-dep h analysis o digi al ma ke ing ends and
p ospec s in small and medium-sized en e p ises: u ilizing bibliome ic mapping, Cogen Business &
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An in-dep h analysis o digi al ma ke ing ends
and p ospec s in small and medium-sized
en e p ises: u ilizing bibliome ic mapping
Nis ul Laila, Puji Sucia Sukmaning um, Wan Azman Saini Wan Ngah, Lu hfi
Nu Rosyidi & Indah Rahmawa i
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p ospec s in small and medium-sized en e p ises: u ilizing bibliome ic mapping, Cogen
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Ma ke ing | esea ch a icle
Cogen Business & ManageMen
2024, VoL. 11, no. 1 , 2336565
An in-dep h analysis o digi al ma ke ing ends and p ospec s in
small and medium-sized en e p ises: u ilizing bibliome ic mapping
nis ul lailaa , Puji sucia sukmaning uma , Wan azman saini Wan ngahb ,
lu h i nu osyidia and indah ahmawa ia
aFacul y o economics and Business, uni e si as ai langga, su abaya, indonesia; bschool o Business and economics, uni e si i
Pu a Malaysia, se dang, Malaysia
ABSTRACT
his s udy p esen s a bibliome ic analysis o digi al ma ke ing esea ch wi hin small
and medium-sized en e p ises (sMes) spanning om 1985 o 2024. By analyzing 699
publica ions om he scopus da abase, i aims o p o ide a comp ehensi e o e iew
o he ield’s e olu ion and cu en esea ch ocuses. he analysis le e ages VOs iewe
and s udio’s ‘Biblioshiny’ ools o hei obus ness in da a handling and bias educ ion,
acili a ing a de ailed explo a ion o collabo a i e ne wo ks, key hemes and impac ul
li e a u e. hema ic analysis, enhanced by case s udies, iden i ies eme ging a eas such
as comme ce, ma ke ing, digi al ans o ma ion, cos s and co id-19, o e ing insigh s
in o u u e esea ch di ec ions. Despi e i s eliance on scopus-indexed a icles as a
limi a ion, he esea ch con ibu es o he academic and p ac ical unde s anding o
digi al ma ke ing in sMes, highligh ing c i ical a eas o u u e explo a ion and
de elopmen .
1. In oduc ion
small and medium en e p ises (sMes) play a i al ole in economic de elopmen , wi h 80% o global
economic g ow h de i ing om hem (amjad, 2022; Wes g en & Wuebke , 2019). howe e , sMe en ep e-
neu s ace a ious challenges, wi h ma ke ing being one o he bigges . indeed, he lack o ma ke ing
skills can be a signi ican ba ie o he success o sMes (coman e al., 2020). Wi h he ise o globaliza-
ion and he in e ne , ma ke s ha e become mo e open and compe i i e han e e be o e.
Digi al ma ke ing has become inc easingly popula due o he widesp ead use o he in e ne and
digi al de ices (sunda am e al., 2020). Digi al ma ke ing also allows o mo e p ecise measu emen o
he e ec i eness o ma ke ing campaigns, enabling businesses o op imize hei s a egies and inc ease
hei e u n on in es men ( Oi) ( obul e al., 2020). One o he key aspec s o digi al ma ke ing is he
use o da a and analy ics o unde s and consume beha io and p e e ences (Be meo-gi aldo e al., 2022;
coman e al., 2020). his da a can be collec ed h ough a ious digi al channels, such as social media,
sea ch engines and email ma ke ing campaigns (choi e al., 2016). By analyzing his da a, businesses can
gain insigh s in o consume p e e ences and adjus hei ma ke ing s a egies acco dingly.
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT nis ul Laila nis ul.laila@ eb.unai .ac.id Facul y o economics and Business, uni e si as ai langga, su abaya, indonesia
h ps://doi.o g/10.1080/23311975.2024.2336565
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 27 Oc obe
2023
e ised 14 Ma ch 2024
accep ed 25 Ma ch 2024
SUBJECTS
Ma ke ing; in e ne /Digi al
Ma ke ing/e-Ma ke ing;
Ma ke ing Managemen ;
Ma ke ing esea ch;
en ep eneu ship and
small Business
Managemen ; small
Business Managemen
KEYWORDS
Digi al ma ke ing;
echnology; small and
medium-sized en e p ises;
bibliome ic analysis;
VOs iewe ; Biblioshiny
REVIEWING EDITOR
ediz akcay, Bou nemou h
Uni e si y albo campus:
Bou nemou h Uni e si y,
Uni ed kingdom o g ea
B i ain and no he n
i eland
2 n. laila e al.
Digi al ma ke ing also encompasses a ious o he channels and echniques, such as sea ch engine
op imiza ion (seO), pay-pe -click (PPc) ad e ising, email ma ke ing, social media ma ke ing and mobile
ma ke ing (sunda am e al., 2020). each o hese channels has i s own unique ad an ages and equi es
di e en s a egies and ac ics. O e all, digi al ma ke ing has e olu ionized he way businesses p omo e
hei p oduc s and se ices. i o e s a wide ange o ools and channels o eaching and engaging wi h
consume s, enabling businesses o build s onge ela ionships wi h hei cus ome s and d i e g ow h
and p o i abili y (amjad, 2022; Be meo-gi aldo e al., 2022).
gi en he impo ance o digi al ma ke ing in sMes, we conduc bibliome ic analysis o p o ide a
e ospec ion o he exis ing li e a u e on his opic. al hough he e is much esea ch publica ions abou
digi al ma ke ing in sMes, a mapping ends o esea ch a eas and he u u e di ec ions seemed needed
o be conduc ed (amjad, 2022; Be meo-gi aldo e al., 2022). conside ing he p ac ice o digi al ma ke ing
con inue o e ol e o e ime, his s udy is ying o ill he gap by aiming o highligh he u u e di ec-
ion o esea ch ela ed o digi al ma ke ing in sMes h ough new pe spec i es.
in a ecen s udy conduc ed by ami i e al. (2023), Fauzi e al. (2023) and amjad (2022), a bibliome ic analysis
was unde aken o in es iga e he landscape o digi al ma ke ing p ac ices wi hin small and medium-sized
en e p ises (sMes). howe e , his s udy dis inguishes i sel om p e ious esea ch e o s in se e al signi ican
ways. P ima ily, i compiles and p esen s an exhaus i e collec ion o scopus-indexed s udies pe aining o digi al
ma ke ing in sMes, encompassing a o al o 699 a icles spanning om 1985 o 2024. his s udy also employs
a no el, dual-me hodological amewo k ha syne gizes he analy ical s eng hs o VOs iewe and s udio, spe-
ci ically u ilizing he ‘Biblioshiny’ package wi hin s udio. his inno a i e app oach acili a es a nuanced,
dual- ace ed examina ion o he da ase , encompassing bo h quan i a i e ( h ough bibliome ic analysis) and
quali a i e (comp ehensi e li e a u e e iew) dimensions. his me hodology enables a deepe , mo e comp ehen-
si e explo a ion o he subjec ma e , he eby con ibu ing a unique pe spec i e o he unde s anding o digi al
ma ke ing’s ole in he con ex o sMes. his esea ch’s no el y lies in i s in eg a ion o quan i a i e and quali a-
i e analyses, o e ing a holis ic iew o he cu en landscape and u u e di ec ions o digi al ma ke ing in sMes.
he esea ch ques ions ha a e he main ocus o be answe ed in his s udy include:
RQ1: how has he li e a u e o digi al ma ke ing in sMes de eloped o he las decades?
RQ2: Wha a e he mos con ibu ed au ho s, o ganiza ions and coun ies in he li e a u e de elopmen ?
RQ3: Wha a e he impo an sub opics ela ed o digi al ma ke ing in sMes?
RQ4: Wha a e he u u e di ec ions o esea ch abou digi al ma ke ing in sMes?
his s udy appea s o ollow a common s uc u e o academic esea ch, ini ia ing wi h an in oduc ion ha
se s he s age by elucida ing he s udy’s backg ound and objec i es. he subsequen sec ion, dedica ed o he
heo e ical backg ound, del es in o he concep o digi al ma ke ing in sMes and he compa ison o la ge
companies. he me hodology employed is ou lined in he hi d sec ion, de ailing he esea ch amewo k, me h-
ods o da a acquisi ion and analy ical p ocedu es. he ou h sec ion un eils he indings om a bibliome ic
analysis, a me hodological app oach ha quan i a i ely assesses ends wi hin he published body o li e a u e.
he i h sec ion o e s a con en analysis cen e ed on case s udies o sMes’ digi al ma ke ing s a egies, de i ed
om he bibliome ic analysis o keywo ds and documen s. he inal sec ion syn hesizes he s udy’s key insigh s,
discusses he esea ch’s limi a ions and ou lines di ec ions o u u e schola ly inqui y.
his in es iga ion endea o s o en ich he comp ehension o digi al ma ke ing’s ole in sMes h ough
a me hodical and comp ehensi e analy ical p ocess. By sc u inizing an ex ensi e collec ion o li e a u e
on digi al ma ke ing spanning mo e han a decade, his s udy aims o ace he p og ession o esea ch
wi hin his ield and unco e p e ailing ends and pa e ns.
2.Theo e ical backg ound
2.1. The concep o digi al ma ke ing in SMEs
Digi al ma ke ing encompasses he use o digi al channels, ools and pla o ms o p omo e p oduc s o se -
ices o a a ge ed audience, le e aging he in e ne , social media, email, sea ch engines and mobile apps. in
cOgen BUsiness & ManageMen 3
he e a o he indus ial e olu ion 4.0, digi iza ion o he economy has b ough signi ican changes in peo-
ple’s li es globally. he in e ne has inc easingly had a majo impac on he ease o doing business ac i i ies,
om ope a ional p ocesses, ma ke ing o sales (Jones e al., 2015). Based on da a om he global Digi al
epo (2021), he o al in e ne use s a ound he wo ld ha e eached mo e han hal o he wo ld’s popula-
ion, which is a ound 4.66 billion o he equi alen o 59.5% o he o al wo ld popula ion, and his numbe
has inc eased by 7.3% om 2020. he ad en o he in e ne , e-comme ce and social media pla o ms has
ans o med he way businesses in e ac wi h cus ome s and ice e sa (Piñei o-O e o & Ma ínez- olán, 2016).
Online shopping has become mo e accessible and con enien , and people can now access goods
and se ices om anywhe e in he wo ld. Digi iza ion has also had a p o ound impac on he way we
wo k, enabling emo e wo k and collabo a ion ac oss bo de s. Online communica ion ools ha e made
i easie o people o wo k oge he , ega dless o hei loca ion (Jones e al., 2015). his has esul ed
in inc eased p oduc i i y and e iciency o businesses, as well as be e wo k-li e balance o employees
(ko le & kelle , 2016; nusei & aljumah, 2020). Fu he mo e, digi iza ion has led o he de elopmen o
new indus ies and jobs, such as so wa e de elopmen , e-comme ce and digi al ma ke ing.
in he con ex o sMes, digi al ma ke ing becomes a c i ical s a egy o g ow h and compe i i e-
ness. Wi h limi ed esou ces, sMes p io i ize cos -e ec i e and agile digi al ma ke ing s a egies like
social media, email ma ke ing and con en ma ke ing o enhance hei ma ke p esence and d i e
sales e ec i ely (Be meo-gi aldo e al., 2022; shidele & Badasyan, 2012). howe e , sMes lacking in
ma ke ing expe ise may ace challenges in c a ing impac ul ma ke ing s a egies and messages,
po en ially impeding cus ome acquisi ion, e enue gene a ion and sus ainable business g ow h
(amjad, 2022; ga o, 2017; Wes g en & Wuebke , 2019). o h i e, sMe en ep eneu s mus cul i a e
obus ma ke ing skills, emb acing bo h digi al and adi ional ma ke ing a enues o deeply unde -
s and hei a ge ma ke and compe i i e landscape (amjad, 2022; nusei & aljumah, 2020; P adhan
e al., 2020).
addi ionally, he complexi ies o coo dina ing ma ke ing e o s ac oss di e en channels and ma ke s
can be o e whelming o en ep eneu s wi h limi ed esou ces and expe ience (Wes g en & Wuebke ,
2019). as a esul , i is essen ial o sMe en ep eneu s o de elop s ong ma ke ing skills and s a egies
o succeed in oday’s global economy. his can include in es ing in digi al ma ke ing echniques, such
as social media ad e ising, sea ch engine op imiza ion and email ma ke ing, as well as adi ional ma -
ke ing ac ics like p in and ele ision ad e ising (nusei & aljumah, 2020). By de eloping a deep unde -
s anding o hei a ge cus ome s and he compe i i e landscape, sMes can c ea e e ec i e ma ke ing
campaigns ha esona e wi h hei audiences and d i e business g ow h (amjad, 2022; P adhan
e al., 2020).
2.2. Compa ison o digi al ma ke ing be ween SMEs and la ge companies
in he apidly e ol ing landscape o digi al ma ke ing, he con as be ween sMes and la ge companies
becomes inc easingly p onounced (amjad, 2022; k aus e al., 2010; Mo ia y e al., 2008). his di e en i-
a ion no only highligh s he di e gen s a egies and esou ces bu also unde sco es he unique chal-
lenges and oppo uni ies each aces in le e aging digi al pla o ms o g ow h and engagemen . able 1
p o ides a compa a i e summa y o digi al ma ke ing s a egies employed by sMes and la ge co po a-
ions, unde sco ing he di e ences in app oach, esou ces and ou comes be ween hese wo busi-
ness scales.
able 1 shows ha digi al ma ke ing p ac ices in sMes con as signi ican ly wi h hose in la ge busi-
nesses, p ima ily due o dispa i ies in inancial and echnical esou ces, o ganiza ional s uc u e and
app oach o ma ke ing s a egies. sMes o en ope a e wi h limi ed budge s, which es ic s hei abili y
o adop ad anced ma ke ing echnologies (aM s) and conduc comp ehensi e ma ke esea ch
(Dye son e al., 2016). his leads o ma ke ing s a egies ha a e mo e ailo ed, ocusing on speci ic
needs and le e aging c ea i i y and en ep eneu ial mindse s (amjad, 2022; Mi al e al., 2018). Fo
ins ance, an sMe like a local bou ique s o e migh ely hea ily on social media ma ke ing o connec
wi h i s cus ome s. Wi h a limi ed budge , he bou ique could use ins ag am and Facebook o showcase
new a i als h ough pos s and s o ies, elying on he o ganic each and pe sonal connec ions o he
owne o sp ead he wo d ( osá io & Dias, 2023). his app oach is di ec , cos -e ec i e and le e ages
4 n. laila e al.
he en ep eneu ial spi i , ocusing on c ea ing pe sonalized expe iences o hei audience ( osá io &
Dias, 2023; Yaseen e al., 2019).
in con as , a la ge mul ina ional company gene ally uses a wide a ay o digi al ma ke ing s a egies
ha include big-budge ad campaigns ac oss mul iple pla o ms, in luence pa ne ships and sophis i-
ca ed da a analy ics o ack consume beha io and pe sonalize ma ke ing messages (haenlein e al.,
2020). Mul ina ional company campaigns a e designed o each a global audience, wi h he esou ces o
c ea e high-quali y con en , u ilize ad anced ma ke ing echnologies and conduc ex ensi e ma ke
esea ch o in o m hei s a egies (Dos e al., 2019; haenlein e al., 2020). While sMes digi al ma ke ing
e o s a e cha ac e ized by pe sonalized, agile and di ec engagemen wi h cus ome s, d i en by c ea i -
i y and he pe sonal ouch o he business owne , a la ge mul ina ional company’s app oach is mo e
s uc u ed, le e aging signi ican esou ces o a b oad, da a-d i en ma ke ing s a egy ( osá io &
Dias, 2023).
3. Me hodology
3.1. Da a
Digi al ma ke ing is becoming inc easingly impo an o sMes as mo e and mo e consume s u n o
online channels o esea ch and pu chase p oduc s and se ices. By conduc ing a bibliome ic analysis
o scien i ic a icles ela ed o digi al ma ke ing in sMes ha ha e been published in scopus-indexed
in e na ional jou nals, his s udy can p o ide aluable insigh s in o he esea ch ends and pa e ns in
his ield. as a da a sou ce, scopus is a epu able and widely-used da abase ha can p o ide comp e-
hensi e co e age o esea ch publica ions in a ious ields (kholidah e al., 2022). O e all, his s udy has
he po en ial o con ibu e o he unde s anding o digi al ma ke ing in sMes and p o ide insigh s o
esea che s, p ac i ione s and policymake s in e es ed in his opic.
he iden i ica ion o esea ch publica ions wi hin he scopus da abase was conduc ed h ough
sea ches based on a ious c i e ia, including subjec a ea o ield, au ho name, publishe , jou nal, pub-
lica ion yea , a ilia ion, coun y and keywo ds. he ini ial phase o da a collec ion in ol ed he sc eening
o bibliog aphic documen s in scopus u ilizing speci ic keywo ds. his p ocess en ailed he ex ac ion o
esea ch publica ions om he scopus da abase h ough an ad anced sea ch employing he command
a icle i le-abs ac -keywo ds wi h he e ms ‘small medium en e p ises’ O ‘small business’ O ‘sMes’
Table 1. Digi al ma ke ing in sMes and la ge companies.
aspec sMes La ge companies
Financial esou ces o ma ke ing Limi ed, a ec ing he scale and scope o
ma ke ing ac i i ies.
abundan , allowing o ex ensi e and
di e se ma ke ing campaigns.
adop ion o ad anced ma ke ing echnologies
(aM s)
Limi ed, a ec ing he scale and scope o
ma ke ing ac i i ies.
Highe , acili a ed by ample esou ces and
echnical expe ise.
Ma ke ing esea ch and de elopmen Cons ained by limi ed esou ces, leading o
less o mal o comp ehensi e ma ke
esea ch.
Well- unded, suppo ing de ailed ma ke
esea ch and analysis o in o m ma ke ing
s a egies.
Digi al ma ke ing so wa e and ools Mo e likely o use ailo ed solu ions
add essing speci ic sMe needs.
u ilizes s anda dized, sophis ica ed ools o
da a analy ics and cus ome ela ionship
managemen .
o ganiza ional s uc u e in ma ke ing Less complex and mo e in o mal, decisions
o en based on he leade ’s ins inc .
Mo e complex and o mal, wi h decisions
based on ho ough ma ke esea ch and
analysis by a eam o expe s.
Human esou ces in ma ke ing employees may wea mul iple ha s, ha ing
esponsibili ies in a ious a eas including
ma ke ing.
employees a e highly specialized, wi h
speci ic oles in he ma ke ing domain.
inno a ion and expe imen a ion in ma ke ing May be limi ed due o a less lexible
o ganiza ional cul u e and ea o isks.
encou aged, wi h esou ces dedica ed o
expe imen ing wi h new ma ke ing
echnologies and s a egies.
Collabo a ion and alliances o ma ke ing Fewe alliances wi h esea ch ins i u ions and
o he o ganiza ions o ma ke ing
inno a ion.
s onge ne wo ks wi h esea ch ins i u ions,
consul ancies and o he pa ne s o
enhance ma ke ing s a egies.
s anda ds and compliance in ma ke ing
p ac ices
Less likely o s ic ly adhe e o ma ke ing
s anda ds and bes p ac ices due o
esou ce cons ain s.
Mo e likely o comply wi h in e na ional
s anda ds and bes p ac ices in
ma ke ing.
Sou ce: Mi al e al. (2018) and amjad (2022).
cOgen BUsiness & ManageMen 5
anD ‘Digi al ma ke ing’ anD ‘social media ma ke ing’ O ‘Digi al business’ O ‘Digi al economy’ O
‘e-comme ce’ O ‘Digi al ans o ma ion’ O ‘sus ainabili y’, which yielded 699 publica ions. he sea ch
was execu ed on 16 Feb ua y 2024. he ollowing me ada a we e ex ac ed and compiled in o a
csV- o ma ed co pus ile o each publica ion: au ho (s), au ho a ilia ions, publica ion i le, yea o pub-
lica ion, sou ce i le, abs ac and au ho keywo ds. subsequen e inemen o he sea ch esul s was
done based on he ‘english’ language c i e ion. We ha e also made an e alua ion based on i le o pub-
lica ions. Ul ima ely, 699 scien i ic a icles published o e h ee decades pe aining o digi al ma ke ing
in small and medium-sized en e p ises (sMes) we e iden i ied in he scopus index. he analysis e ealed
ha esea ch publica ions on digi al ma ke ing wi hin sMes indexed by scopus commenced in 1985. he
s eps o collec ing esea ch da a is delinea ed in Figu e 1.
3.2. Me hod
Bibliome ics employs s a is ical analysis o sc u inize academic w i ings, such as a icles and books, p i-
ma ily in lib a y and in o ma ion science, o ack and e alua e scien i ic esea ch ends and publica ion
pa e ns (Bellis, 2009). his me hod u ilizes s a is ical and ma hema ical ins umen s o dissec w i en
con en , cha ing he e olu ion o speci ic academic disciplines (P i cha d, 1969). i assesses esea ch
ields’ impac and quali y by examining ci a ion equencies, o e ing insigh s in o p e alen keywo ds,
leading au ho s and majo opics wi hin a esea ch domain. Fo ins ance, keywo d equency analysis
illumina es co e concep s, while au ho ci a ion equencies e eal key con ibu o s o a discipline. such
analyses enable an unde s anding o a ield’s s uc u e and g ow h (agbo e al., 2021; Bellis, 2009; es e ão
Figu e 1. Design o s udy. Sou ce: au ho ’s elabo a ion.
6 n. laila e al.
e al., 2017; Uluyol e al., 2021). he ad an age o employing bibliome ics lies in i s sys ema ic app oach
o iden i y ends, pi o al keywo ds, leading au ho s, and co e opics ha de ine he e olu ion o a dis-
cipline (kokol e al., 2022). Bibliome ics allowing schola s o e icien ly explo e academic li e a u e (agbo
e al., 2021; es e ão e al., 2017; kokol e al., 2022). i highligh s key issues, concep s, and me hods,
e ealing cu en ends and knowledge gaps. his makes bibliome ics essen ial o guiding schola ly
in es iga ion and shaping u u e esea ch pa hs (kokol e al., 2022; epe e al., 2021).
Following he da a iden i ica ion phase, his s udy p og essed o da a analysis, employing VOs iewe
and s udio wi h he ‘Biblioshiny’ package o p ocessing. VOs iewe is enowned o i s bibliome ic
analysis and isualiza ion capabili ies, enabling he examina ion and g aphical ep esen a ion o esea ch
ne wo ks and ci a ions. i suppo s he isualiza ion o bibliome ic da a, acili a ing he disco e y o
clus e s o ela ed g oups wi hin ex ensi e da ase s h ough me hods like co-occu ence, ci a ion and
ne wo k analysis (kawuki e al., 2021; nasi e al., 2021; usydiana, 2019; suban e al., 2021; Van eck &
Wal man, 2010; Van eck & Wal man, 2014). hese echniques help iden i y esea ch li e a u e pa e ns,
including pi o al keywo ds and in luen ial au ho s. VOs iewe ’s capabili y o p oduce a wo-dimensional
map showing i em simila i ies enhances unde s anding o he da a’s s uc u e, posi ioning simila i ems
closely o in ui i e analysis (Van eck & Wal man, 2010; Van eck & Wal man, 2014). he ollowing is he
VOs equa ion o mapping he esea ch da a (Van eck & Wal man, 2010):
V xi xn
,,…
()
= −
<
∑
ij
ij i j
sx x
2
(1)
2
1
1
nn
xx
ij i j
−
()
−=
<
Σ
(2)
Based on equa ions (1) and (2), VOs iewe can gene a e a wo-dimensional map ha accu a ely
e lec s he simila i ies be ween i ems, wi h simila i ems placed close oge he and dissimila i ems
placed a he apa . his map can be a aluable ool o isualizing and explo ing he s uc u e o a se
o i ems, such as esea ch a icles o keywo ds in a esea ch ield.
in con as , ‘Biblioshiny’ enhances he analy ical p ocess by p o iding a enues o ailo ed s a is ical
analyses, ad anced clus e ing echniques and mul idimensional scaling (a ia & cuccu ullo, 2017). hese
capabili ies enable he iden i ica ion o sub le and in ica e pa e ns and ela ionships ha may emain
concealed when solely elying on ne wo k analysis. By employing bo h ools in conce , his s udy
ensu es a mo e comp ehensi e and nuanced examina ion o he sMes’ digi al ma ke ing landscape.
addi ionally, a case s udy me hod is in eg a ed o conduc con ex analysis on bibliome ic indings,
enabling a deepe explo a ion o speci ic ins ances and hei b oade implica ions in digi al ma ke ing.
his mul i ace ed app oach no only highligh s key ends and pa e ns bu also p o ides insigh s in o
hei p ac ical applica ions, enhancing ou unde s anding o digi al ma ke ing’s impac on sMes. he
combina ion o isual and s a is ical analyses, along wi h case s udy insigh s, ensu es a ho ough in es-
iga ion o eme ging hemes and he e ol ing digi al ma ke ing ield wi hin he con ex o sMes.
4. Resul s and analysis
4.1. Resul s
4.1.1. T end o publica ions
his sec ion aims o add ess Q1: how has he li e a u e o digi al ma ke ing in sMes de eloped o e
he las decade?. analyzing he da a ends p esen ed in Figu e 2 e eals a signi ican up ick in schola ly
in e es and esea ch ou pu conce ning digi al ma ke ing wi hin he sMe con ex . Based on he end
o da a, i is clea ha he esea ch on digi al ma ke ing in sMes has gained inc easing a en ion o e
he yea s, wi h a no iceable su ge in p oduc i i y in 2023 which esul ed in 145 publica ions abou he
opic. his indica es a g owing in e es among esea che s and p ac i ione s in unde s anding he
impac o digi al ma ke ing on small and medium-sized en e p ises. he ac ha his end has con in-
ued in o 2024 sugges s ha he e is s ill much o be lea ned and disco e ed abou digi al ma ke ing
cOgen BUsiness & ManageMen 7
in sMes. i is likely ha his esea ch will con inue o be an a ea o ocus in he coming yea s, as he
digi al landscape con inues o e ol e and sMes look o inno a i e ways o p omo e hei busi-
nesses online.
able 2 p esen s he leading jou nals con ibu ing o esea ch on digi al ma ke ing in sMes, wi h
‘sus ainabili y’ and ‘lec u e no es in ne wo ks and sys ems’ each publishing 17 a icles, highligh ing he
sec o ’s g owing esea ch in e es . O he signi ican jou nals, including ‘sp inge P oceedings in Business
and economics’ and ‘sma inno a ion, sys ems and echnologies’, also ocus on his a ea. hese publica-
ions a e aluable esou ces o esea che s seeking in-dep h knowledge and analysis o digi al ma ke ing
s a egies wi hin sMes. he su ge in esea ch p oduc i i y ela ed o digi al ma ke ing in sMes is p om-
ising, o e ing insigh s ha can shape s a egies o sMes, policymake s and s akeholde s. his body o
wo k deepens ou unde s anding o digi al ma ke ing’s challenges and oppo uni ies o sMes, aiding in
he de elopmen o mo e p ecise and e ec i e suppo s a egies o hei digi al success. Fu he mo e,
able 2 e eals he di e se publica ion o ma s o esea ch on sMes and digi al ma ke ing, wi h scien i ic
a icles being he mos p e alen , ollowed by con e ence pape s, e iews, books and book chap e s
among o he s.
4.1.2. Leading au ho s, o ganiza ions and coun ies
his sec ion seeks o add ess Q2 which ocus o iden i y he p ima y au ho s, o ganiza ions and
coun ies con ibu ing o he li e a u e’s de elopmen . U ilizing he Biblioshiny so wa e o ini ial
analysis, he aim was o spo ligh he mos p ominen au ho s in he ealm o digi al ma ke ing as i
pe ains o sMes. Figu e 3 p esen s he op 10 au ho s con ibu ing signi ican ly o esea ch in he
ield o digi al ma ke ing o sMes. ci elek M and Pe e Mk a e anked as he mos ele an au ho s,
Figu e 2. end o a icle publica ions ela ed o digi al ma ke ing in sMes (Biblioshiny).
Table 2. op i e leading jou nals.
Jou nal numbe o publica ions
Lec u e No es in Ne wo ks and Sys ems 17
Sus ainabili y 17
Eme ald Eme ging Ma ke s Case S udies 16
Sp inge P oceedings in Business and Economics 14
Sma Inno a ion, Sys ems and Technologies 10
No es: he numbe o a icles (367). he numbe o con e ence pape s (180).
he numbe o book and book chap e s (84). he numbe o con e ence e iews
(51). he numbe o a icle e iews (17). o he s (9).
Sou ce: au ho ’s elabo a ion based on scopus.
14 n. laila e al.
acco ding o able 5, he a icle by aiminen and ka jaluo o (2015), i led ‘ he usage o digi al
ma ke ing channels in sMes’, anks i s wi h a o al o 201 ci a ions. his pape aims o shed ligh
on he employmen and objec i es o digi al ma ke ing, explo ing he ac o s ha d i e he adop-
ion and usage o digi al ma ke ing channels in sMes. addi ionally, o he signi ican con ibu ions o
he li e a u e come om a icles published by scuo o e al. (2016), cha e jee and ka (2020), Ulaş
(2019) and Quin on e al. (2018), each p o iding subs an ial insigh s in o he e ol ing discou se in
his domain.
5. Con en analysis
his con en analysis is g ounded in he esul s ob ained om a hema ic Map based on densi y and
cen ali y, u ilizing he Biblioshiny ool (Figu e 9; able 4). such an analysis is ins umen al in delinea ing
he landscape o cu en esea ch, pinpoin ing he cen al hemes and opics ha command a en ion
wi hin he schola ly discou se. Focusing on he ields o comme ce, ma ke ing, digi al ans o ma ion,
cos s and co id-19, his discussion ocuses on he mos pe inen hemes and a icles ha align wi h he
op i e clus e s iden i ied as c i ical o his esea ch ield. his po ion is also dedica ed o add essing
Q4 o iden i y he u u e di ec ions o esea ch abou digi al ma ke ing in sMes.
o na iga e h ough his complex e ain, we ha e dis illed he discussion in o h ee pi o al case
s udies, each e lec ing a co e aspec o he in e sec ion be ween digi al ma ke ing and sMes. hese case
s udies include: (1) Digi al ans o ma ion and e-comme ce adop ion in sMes, explo ing how small and
medium en e p ises a e na iga ing he shi owa d digi al pla o ms and he implica ions o e-comme ce
in eg a ion; (2) he impac o digi al ma ke ing on sMes pe o mance, examining he angible e ec s
digi al ma ke ing s a egies ha e on he ope a ional success and g ow h o sMes and (3) digi al ma ke -
ing in sMes du ing co id-19, del ing in o he speci ic challenges and oppo uni ies p esen ed by he
co id-19 pandemic in he con ex o digi al ma ke ing ini ia i es wi hin sMes. h ough hese ocused
lenses, we aim o elucida e he dynamic and e ol ing na u e o digi al ma ke ing’s ole in shaping he
u u e o sMes.
5.1. Digi al ans o ma ion and e-comme ce adop ion in SMEs
in he dynamic landscape o he digi al e a, sMes ind hemsel es a a c ucial c oss oads. he adop ion
o digi al ans o ma ion and e-comme ce is becoming no jus ad an ageous bu essen ial o hei su -
i al and g ow h. his na a i e is suppo ed by an a ay o esea ch ocusing on he ans o ma i e
impac o digi al echnologies, pa icula ly social media ma ke ing (sMM), on he business ope a ions o
sMes. hese s udies collec i ely highligh he impe a i e o sMes o in eg a e digi al s a egies o emain
compe i i e and inno a i e in oday’s digi al ma ke place.
he e olu ion o digi al ecosys ems plays a cen al ole in his ans o ma ion, as e idenced by he
wo k o scuo o e al. (2016), who emphasize he po en ial o social ne wo king si es (snss) o d i e
inno a ion and imp o e sMes’ abso p i e capaci y and inno a ion pe o mance. his unde sco es he
impo ance o online s a egies in expanding s akeholde engagemen and os e ing inno a ion.
Meanwhile, cha e jee and ka (2020) poin ou ha ac o s like pe cei ed use ulness, ease o use and
compa ibili y signi ican ly in luence sMM adop ion among sMes, wi h cos s being a no able obs acle.
his indica es he necessi y o sMes o ind a balance ha allows hem o ully le e age he bene i s o
digi al ma ke ing ools.
he signi icance o in o ma ion and communica ion echnology (ic ) and digi al pla o ms in upda -
ing sMes’ ope a ional and ma ke ing s a egies is a ecu ing heme. he esea ch ad oca es o a deepe
in es iga ion in o how digi al ools can be u ilized o g ow h, wi h a ocus on cus ome -cen ic inno a-
ion and he s a egic applica ion o digi al echnologies. Ulaş (2019) desc ibes digi al ans o ma ion as
a pi o al phase o ede ining adi ional business models h ough digi al echnologies, essen ial o
enhancing sMes’ p ocesses and capabili ies despi e challenges like budge cons ain s and echnological
li e acy. simila ly, so oka e al. (2017) discuss he po en ial o edis ibu ed manu ac u ing ( dM) o e -
olu ionize small-scale manu ac u ing, highligh ing a esea ch gap in sMes’ engagemen wi h dM and
big da a analy ics.
cOgen BUsiness & ManageMen 15
he discussion ex ends o he adop ion o e-comme ce in sMes, e ealing complex dynamics ha
challenge con en ional wisdom. Wang e al. (2019) explo e he impac o e-comme ce on adi ional
indus ial clus e s in china, inding ha i nei he dep ecia es local p oduc ion ne wo ks no al e s knowl-
edge ci cula ion wi hin clus e s. ins ead, e-comme ce begins o change he in e -dependen ela ionship
be ween clus e ing i ms and local ma ke s by di e si ying ma ke ing channels and enhancing access o
indi idual cus ome s. he co id-19 pandemic, as s udied by gao e al. (2023), u he emphasizes he
c i ical ole o e-comme ce and digi al ma ke ing s a egies o MsMes. hei indings highligh
e-comme ce as a li eline o inancial sus ainabili y du ing c ises, wi h digi al ma ke ing s a egies ha ing
a signi ican impac on inancial pe o mance. adding a unique pe spec i e, gu (2022) in es iga es he
co ela ion be ween ceOs’ p ena al es os e one exposu e and e-comme ce adop ion, sugges ing ha
biological ac o s may in luence he p opensi y owa d emb acing digi al ans o ma ion.
hese s udies p esen a holis ic iew o he e-comme ce adop ion landscape among sMes, s essing
he impo ance o a nuanced unde s anding o digi al ans o ma ion. hey sugges ha digi al s a egies
a e c ucial no jus o ope a ional e iciency bu o ede ining business models, enhancing compe i i e-
ness and ensu ing sus ainabili y. as sMes na iga e he digi al ans o ma ion jou ney, hese insigh s o e
aluable guidance o s a egic planning and policy o mula ion, ensu ing ha sMes can h i e in he
inc easingly digi alized global economy.
5.2. The impac o digi al ma ke ing on SMEs pe o mance
in an e a whe e digi al p esence is pa amoun , sMes a e inc easingly le e aging digi al ma ke ing o
d i e g ow h, enhance cus ome engagemen and imp o e pe o mance. his e olu ion is suppo ed by
a ious esea ch indings, demons a ing he di e se impac s and s a egic implica ions o digi al ma ke -
ing on sMes. We ha e explo ed he ele an li e a u es, which collec i ely o e insigh s in o he e ec-
i eness o social media, he ole o i esou ces and he s a egic applica ion o digi al ma ke ing in
enhancing sMe pe o mance.
he ad en o digi al ma ke ing has p o oundly impac ed he pe o mance o small and medium-sized
en e p ises (sMes), o e ing new a enues o g ow h, enhanced cus ome engagemen and imp o ed
o ganiza ional agili y. he esea ch conduc ed by kosasi e al. (2017) unde sco es he c i ical ole o digi al
ma ke ing s a egies, pa icula ly h ough social media, in enhancing he agili y o MsMes by enabling
di ec access o a ge ma ke s and os e ing inno a ion. his highligh s he oppo uni y o sMes o le e -
age social media echnologies o compe i i e ad an age. Wibowo e al. (2020) explo e he e ec i e use
o social media o digi al ma ke ing, emphasizing he impo ance o unde s anding big da a o c ea e
meaning ul ma ke ing expe iences. hei indings sugges ha ad e ising alue and b and awa eness,
in e p e ed h ough big da a on social media, signi ican ly in luence consume buying in e es , demon-
s a ing he po en ial o social media o d i e pu chasing decisions and shape ma ke ing e ec i eness.
anjan (2023) in oduces a concep ual amewo k o examine he ela ionship be ween i esou ces
and he de elopmen o digi al ma ke ing capabili ies (DMcs), which in u n, enhance business pe o -
mance. he s udy e eals ha i ad ancemen and alignmen a e signi ican d i e s o DMcs, wi h digi al
o ien a ion and echnological u bulence mode a ing hese e ec s, indica ing he impo ance o aligning
i esou ces wi h digi al ma ke ing s a egies o imp o ed pe o mance. Meanwhile, Zai se a e al. (2019)
ocus on he ole o sMM ools in p omo ing sMes wi hin he digi alized ussian economy. hey a gue
ha e ec i e use o sMM ools no only o e s a compe i i e ad an age bu also allows o cos -e ec i e
ma ke ing compa ed o adi ional me hods. hei esea ch emphasizes he impo ance o sMM in pe -
sonalizing companies, os e ing close ela ionships wi h he a ge audience and ul ima ely d i ing
p o i abili y.
addi ionally, sasongko e al. (2023) del e in o he impac o digi al ma ke ing on he g ow h o
MsMes, highligh ing he signi icance o a ious digi al ma ke ing ins umen s in enhancing b and awa e-
ness and sales pe o mance. hei indings ad oca e o he s a egic use o digi al ma ke ing me hods,
such as social media ad e ising and sea ch engine op imiza ion, o os e MsMe g ow h in he digi al
landscape. adhi ya e al. (2021) examine he ole o social media in digi al ma ke ing o enhance cus-
ome sa is ac ion and i s impac on epu chase in en ion. hei esea ch demons a es ha b and
16 n. laila e al.
sa is ac ion and he e ec i e use o p omo ions posi i ely in luence cus ome sa is ac ion, which in u n,
boos s epu chase in en ions, unde sco ing he c i ical ole o social media in building cus ome
ela ionships.
a ind an e al. (2023) in es iga e he e ec s o digi al ma ke ing on sales success and en e p ise
iabili y, showing a posi i e co ela ion be ween digi al ma ke ing and bo h sales pe o mance and com-
pany sus ainabili y. hei s udy sugges s ha social media is a key digi al pla o m o sMes, di ec ly
con ibu ing o inc eased sales olumes. Mohamad e al. (2021) highligh he impo ance o us in
digi al in e ac i e pla o ms (DiP) o sMes, poin ing ou he challenges ela ed o da a secu i y and p i-
acy. hey p opose a model ocusing on us as a mode a o o sMe in e na ionaliza ion h ough DiP,
indica ing he need o secu e and anspa en digi al ma ke ing s a egies. aziz (2022) explo es he suc-
cess ac o s o in e na ional e-comme ce among sMes, iden i ying digi al ma ke ing skills as essen ial bu
insu icien on hei own. he s udy emphasizes he need o ma ke ing ambidex e i y o maximize he
bene i s o digi al ma ke ing capaci ies, sugges ing a blend o ma ke -d i en and ma ke -d i ing ac ics
o compe i i e ad an age.
Dallocchio e al. (2024) assess he impac o digi al echnologies on c oss-bo de e-comme ce in i alian
sMes, inding ha e-ma ke ing ools signi ican ly in luence online expo pe o mance. hei esea ch
unde sco es he e ec i eness o ma ke place p esence o e p op ie a y e-comme ce websi es o sMes,
o e ing insigh s o policy make s and manage s on le e aging digi al echnologies o in e na ional
sales. Oc a ia e al. (2020) examine he in luence o en ep eneu ial and ma ke o ien a ion, along wi h
e-comme ce adop ion, on sMe business pe o mance in he digi al e a. hei indings e eal a signi ican
posi i e impac o hese ac o s on business pe o mance, s essing he impo ance o emb acing digi al
e-comme ce echnologies o ma ke expansion and pe o mance enhancemen .
collec i ely, hese s udies illumina e he mul i ace ed impac o digi al ma ke ing on sMe pe o -
mance, highligh ing he necessi y o in eg a ing digi al ma ke ing s a egies, aligning i esou ces and
emb acing e-comme ce o na iga e he compe i i e digi al landscape success ully.
5.3. Digi al ma ke ing in SMEs du ing Co id-19
he co id-19 pandemic has ca alyzed a signi ican shi in how small and medium-sized en e p ises
(sMes) app oach ma ke ing, pa icula ly in e ms o digi al adop ion. his change e lec s he neces-
si y o na iga e he challenges posed by global lockdowns and social dis ancing measu es, unda-
men ally al e ing consume beha io and ma ke dynamics. he li e a u e explo ed below p o ides
c i ical insigh s in o he adap a ion and e ec i eness o digi al ma ke ing s a egies among sMes
du ing his unp eceden ed pe iod. a nasingam e al. (2021) highligh he dis up ion aced by adi-
ional ma ke ing pla o ms such as u ni u e exhibi ions and e ail ou le s due o co id-19, p omp -
ing u ni u e manu ac u e s in Malaysia o pi o owa d digi al ma ke ing. he s udy e eals an
accele a ed adop ion o digi al ools, wi h la ge i ms in es ing mo e hea ily han sMes, p ima ily
due o inancial cons ain s and a lack o skilled pe sonnel o manage hese digi al ini ia i es
e ec i ely.
he shi o digi al is no con ined o any single indus y o coun y. ka jo e al. (2021) de ail how
household businesses in Jaka a, un by s ay-a -home women, success ully u ilized social media pla o ms
o main ain sales, emphasizing he c ucial ole o digi al ma ke ing du ing lockdowns. simila ly,
Pu namasa i e al. (2023) obse e he hu dles and oppo uni ies o MsMes in Jembe egency, indonesia,
in adop ing digi al ma ke ing, despi e he gene al lack o amilia i y wi h e-comme ce pla o ms among
hese businesses.
he ag icul u al sec o , as explo ed by ha ya i (2021) in he con ex o indonesia’s mush oom
ag o-indus y, also e eals he po en ial o digi al ma ke ing in c ea ing alue and opening up new a e-
nues o business sus ainabili y and g ow h. amadani e al. (2023) u he demons a e how digi al ma -
ke ing and digi al ans o ma ion posi i ely in luence b and p omo ion and posi ioning, pa icula ly
h ough he use o social media, ac oss businesses o di e en sizes in koso o. he in en o emb ace
digi al ma ke ing ools in he pos -pandemic landscape is highligh ed by Mülle -Pé ez e al. (2022)
h ough hei in es iga ion o amaulipas MsMes, applying he echnology accep ance Model ( aM) o
unde s and he ac o s in luencing his adop ion. his esea ch, along wi h he sys ema ic li e a u e
cOgen BUsiness & ManageMen 17
e iew by hossain e al. (2022), s esses he impo ance o digi al ma ke ing in na iga ing h ough c ises
and enhancing business esilience.
he ole o digi al ma ke ing in media ing he e ec s o he pandemic on business pe o mance is
explo ed by gian a i e al. (2022) in Bali’s culina y sec o , whe e i s signi ican in luence on non- inancial
pe o mance is no ed. Pu ba e al. (2021) a i m he subs an ial impac o digi al ma ke ing on he busi-
ness sus ainabili y and inancial pe o mance o indonesian MsMes, unde sco ing he e icacy o digi al
pla o ms in ensu ing business con inui y du ing challenging imes.
suppo o local ood sys ems h ough digi al ma ke ing is ad oca ed by g igo escu e al. (2022),
emphasizing he esilience o small a me s in sou he n omania and he necessi y o digi al suppo o
adap o u u e shocks. Meanwhile, gio opoulos e al. (2022) compa e he digi al de elopmen o sMes
and la ge-sized en e p ises in g eece du ing he pandemic, iden i ying c ucial ac o s such as in es -
men s in ic and inno a i e ac i i ies ha suppo business digi aliza ion. las ly, haib e al. (2021)
examine he in luence o o ganiza ional policies, company p oduc s, ma ke place and digi al echnology
on he applica ion o pe sonal selling in he banking sec o . he s udy highligh s he signi ican impac
o hese ac o s on achie ing company goals, ecommending a en ion o wo k pa e ns, ewa d sys ems,
company epu a ion, and se ice quali y o op imal esul s. collec i ely, hese s udies shed ligh on he
ans o ma i e ole o digi al ma ke ing o sMes du ing he co id-19 pandemic, highligh ing he neces-
si y o s a egic adap a ion, in es men in digi al skills, and le e aging social media and e-comme ce
pla o ms o sus ain and g ow businesses in he ace o unp eceden ed challenges.
6. Conclusion
his bibliome ic analysis o digi al ma ke ing wi hin small and medium-sized en e p ises (sMes) iden i-
ies signi ican ends, con ibu o s and hema ic ocal poin s in he li e a u e om 1985 o 2024. he
s udy employs a dual-me hodological amewo k, in eg a ing VOs iewe and s udio’s ‘Biblioshiny’ pack-
age, o conduc a de ailed explo a ion o 699 scopus-indexed a icles. his comp ehensi e app oach
highligh s he inc easing schola ly in e es in digi al ma ke ing o sMes, wi h a no able su ge in publi-
ca ions in 2023, poin ing owa d ongoing esea ch momen um in his e ol ing ield. key con ibu o s
iden i ied include p ominen au ho s such as ci elek M and Pe e Mk and leading ins i u ions like Bina
nusan a a Uni e si y in indonesia. he esea ch also unde sco es he signi ican con ibu ions om coun-
ies like Uni ed kingdom, Uni ed s a es, Malaysia, china and indonesia.
hema ic analysis e eals co e a eas o in e es such as comme ce, ma ke ing, digi al ans o ma ion,
cos s and he impac o co id-19 on sMes. hese hemes e lec he cu en esea ch ocus and sugges
a g owing in e es in how sMes can adap hei digi al ma ke ing s a egies in esponse o changing
echnologies and global challenges. addi ionally, his s udy inco po a es he case s udy me hod as a
quali a i e inqui y o complemen he bibliome ic analysis, o e ing deepe insigh s in o speci ic ins ances
o digi al ma ke ing applica ion wi hin sMes. his me hodological inclusion en iches he esea ch ind-
ings, p o iding con ex ual examples ha illus a e he p ac ical implica ions o he iden i ied hemes and
ends. in summa izing, his esea ch p o ides a holis ic iew o he digi al ma ke ing landscape in sMes,
highligh ing he ield’s de elopmen , key con ibu o s and p e alen hemes. By mapping ou he esea ch
e ain and including case s udy insigh s, he s udy no only cha s pas schola ly ac i i y bu also indi-
ca es u u e di ec ions o esea ch in he domain o digi al ma ke ing o sMes. he s udy’s implica ions
a e signi ican o bo h academia, poin ing o a eas o u he explo a ion and o p ac i ione s, guiding
he adop ion o e ec i e s a egies o boos business pe o mance. i also opens a enues o collabo a-
ion and inno a ion in he digi al ma ke ing ield.
7. Limi a ion and u u e esea ch
as wi h many s udies, his s udy has wo limi a ions. Fi s ly, his s udy is limi ed o only esea ch publica-
ions in he scopus da abase. Using only one da abase such as scopus can limi he scope o he analysis
as se e al quali y publica ions may no be indexed in scopus. combining bibliome ic da a om scopus
and Web o science may p o ide a mo e comp ehensi e pic u e o he esea ch landscape in his ield.
Fu he mo e, ocusing on high-quali y publica ions lis ed in da abases like he science ci a ion index (sci),
18 n. laila e al.
social science ci a ion index (ssci) and jou nals lis ed in he aus alian Business Deans council (aBDc) can
o e a be e unde s anding o he esea ch pa adigm om p es igious and in luen ial jou nals in he ield.
hese da abases and jou nal lis s a e known o hei igo ous selec ion c i e ia and a e o en ega ded as
indica o s o esea ch quali y and impac . his can p o ide mo e eliable esul s and can help o iden i y
he mos signi ican con ibu ions in he ield o digi al ma ke ing in sMes. hese sugges ions can be use-
ul o u u e s udies o imp o e he accu acy and eliabili y o bibliome ic analyses.
his s udy iden i ies key u u e esea ch di ec ions o digi al ma ke ing in sMes, highligh ing a eas
such as essen ial digi al ma ke ing skills, changes in consume beha io due o co id-19, c oss-cul u al
s a egies, cybe secu i y, sus ainabili y and he adop ion o echnologies like ai and blockchain. hese
a eas o e a oadmap o u he explo a ion in o how digi al ma ke ing can con inue o e ol e and
suppo sMes, p o iding c i ical insigh s o le e aging digi al ad ancemen s o sus ainable
business g ow h.
Au ho con ibu ions
nis ul laila: W i ing – e iew & edi ing, W i ing – o iginal d a , Visualiza ion, Valida ion, so wa e, esou ces, P ojec
adminis a ion, Me hodology, in es iga ion, Fo mal analysis, Da a cu a ion, concep ualiza ion.
Puji sucia sukmaning um: W i ing – o iginal d a , Valida ion, esou ces, Me hodology, Fo mal analysis, Da a
cu a ion.
Wan azman saini Wan ngah: W i ing – e iew & edi ing, Visualiza ion, Valida ion, supe ision, Fo mal analysis,
Da a cu a ion.
lu h i nu osyidi: W i ing – e iew & edi ing, Valida ion, Fo mal analysis, concep ualiza ion.
indah ahmawa i: W i ing – o iginal d a , Fo mal analysis, Visualiza ion, concep ualiza ion.
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho (s).
Funding
his esea ch ecei ed inancial suppo om Wo ld Uni e si y associa ion o communi y De elopmen (WUacD)
Uni e si as ai langga, wi h a g an amoun ing o iD 75,000,000 (app oxima ely Us$5200), unde con ac numbe :
3/ai langga g an / ahap-i/2022 and Dec ee no. 975/Un3/2022. i is impo an o no e ha his g an amoun also
co e s he cos s associa ed wi h he communi y de elopmen p og am conduc ed by he au ho s.
Abou he au ho s
Nis ul Laila is a dis inguished p o esso in islamic Finance and Banking and Vice Dean o esou ces a he Facul y
o economics and Business, ai langga Uni e si y. she ob ained Doc o al deg ee in islamic economics om ai langga
Uni e si y and a Mas e deg ee in Banking and Finance om he Uni e si y o new sou h Wales. he esea ch in e -
es is islamic inance, business managemen , banking and capi al ma ke . she has made nume ous con ibu ions o
epu able in e na ional jou nals.
Puji Sucia Sukmaning um is a lec u e and doc o al candida e in islamic economics P og am, Facul y o economics
and Business, Uni e si as ai langga. she has published scien i ic a icles in na ional and in e na ional jou nals, as well
as p esen ed pape s a academic con e ences in he he a eas o islamic inance and capi al ma ke s.
Wan Azman Saini Wan Ngah is associa e p o esso o economics a Uni e si i Pu a Malaysia. he ob ained PhD om
Uni e si y o sou hamp on, Uni ed kingdom. his esea ch in e es is in e na ional inance, economics and
Managemen . he al eady published dozen o pape s in epu able jou nals.
Lu h i Nu Rosyidi is a lec u e and doc o al candida e in islamic economics P og am, Facul y o economics and
Business, Uni e si as ai langga. his esea ch in e es s ha e concen a ed on islamic economics, inance, managemen
and ma ke ing. he has published scien i ic a icles and p esen ed pape s a academic con e ences in na ional and
in e na ional o um.
Indah Rahmawa i is a junio esea che a islamic economics Depa men , Facul y o economics and Business,
Uni e si as ai langga. she has publica ion and p esen ed pape s a se e al con e ences in indonesia, Malaysia,
omania and Qa a . she has esea ch in e es s in he a eas o islamic inance, banking and capi al ma ke .
cOgen BUsiness & ManageMen 19
ORCID
nis ul laila h p://o cid.o g/0000-0001-7985-7370
Puji sucia sukmaning um h p://o cid.o g/0000-0003-4812-5729
Wan azman saini Wan ngah h p://o cid.o g/0000-0002-3108-6789
indah ahmawa i h p://o cid.o g/0000-0002-6855-1146
Da a a ailabili y s a emen
aw da a we e gene a ed om scopus. De i ed da a suppo ing he indings o his s udy a e a ailable om he
co esponding au ho (nl) on eques .
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