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

Marina Proença et al.

International Journal of Globalisation and Small Business2025https://doi.org/10.1504/ijgsb.2025.150130article
AJG 1
Weight
0.50

What the paper says

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.

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Cite this paper

https://doi.org/https://doi.org/10.1504/ijgsb.2025.150130

Or copy a formatted citation

@article{marina2025,
  title        = {{How does marketing digitalisation occur in SMEs a systematic literature review and theoretical framework development}},
  author       = {Marina Proença et al.},
  journal      = {International Journal of Globalisation and Small Business},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijgsb.2025.150130},
}

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

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.