Digital marketing and sustainable innovation in SMEs through bibliometric and systematic review
Digital marketing is increasingly recognized as a strategic driver of innovation and competitive advantage for small and medium-sized enterprises (SMEs), yet prior research remains fragmented. This study addresses this gap by conducting an integrated bibliometric-systematic literature review (B-SLR)...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2548953 |
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| Summary: | Digital marketing is increasingly recognized as a strategic driver of innovation and competitive advantage for small and medium-sized enterprises (SMEs), yet prior research remains fragmented. This study addresses this gap by conducting an integrated bibliometric-systematic literature review (B-SLR) focused on digital marketing, innovation and sustainability within the SME context. A dataset of 754 peer-reviewed journal articles (1999–2024) was retrieved from Scopus. Using VOSviewer and Rstudio, we performed keyword co-occurrence and bibliographic coupling to identify major thematic clusters. The analysis shows three critical themes: (1) digital marketing and sustainable performance, (2) innovation capabilities and entrepreneurial orientation and (3) social media engagement and market orientation. These clusters highlight how digital tools support innovation, stakeholder collaboration and sustainability in SMEs. Despite publication growth, key research gaps persist, particularly regarding digital sustainability in emerging markets and the behavioural factors influencing adoption among SME leaders. To address these gaps, this study proposes a conceptual model, the Digital Sustainability Advantage Framework, which links digital capabilities (inputs), innovation processes and sustainable performance outcomes. The findings offer an integrated perspective for advancing theory and guiding future research on SME digital transformation. |
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| ISSN: | 2331-1975 |