Literature Review Investigation in the Field of Digital Marketing

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are regarded as a thriving and dynamic segment of the global economy. MSMEs prefer to use social media marketing due to its ability to connect with a large number of potential customers at once, low cost, ease of use, and technical manageability. As a result, social media marketing is quickly gaining popularity among businesses and is now regarded as a critical component in improving performance. Thus, this paper presents a systematic literature review (SLR) of previous research studies on social media as a digital marketing tool for MSMEs. In this work, the research procedure focuses on the subject matters related to social media, digital marketing, and MSMEs, which are selected from digital databases, such as Scopus and Web of Science (WoS). The study selection process entails looking into two factors:  i) literature sources, articles, and journal publications published between 2014 and 2024, and ii) the direction of the study of MSMEs in the context of social media marketing tools. The articles were screened and filtered to remove duplicates before reading the full-text articles. The final result included 16 articles that will be used in this study. According to previous findings, most studies used a quantitative approach, the most common research method. The literature review study analyzed 16 research articles that suspected social media as a digital marketing strategy to help MSMEs sell more