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Integration of technology and marketing activities among service SMEs in emerging economies: A scoping review

Jayawardena, Nirma S.
; 
Behl, A.
; 
Nedungadi, P.
; 
Jones, P.
; 
Raman, R.
Publication Date
2024
End of Embargo
Supervisor
Keywords
Arksey and O'Malley's Framework, Digital marketing strategies, Scoping review, SMEs, Technology and marketing activities
Rights
(c) 2024 The Authors. This article published as an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and production in any medium, provided the author of the original work and original publication source are properly credited.
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Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
2024-07-17
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Management and Law Publications
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Abstract
Service small and medium enterprises (SMEs) are typically SMEs that operate in the service industry. In emerging economies, service SMEs can benefit from integrating technology and marketing activities to compete globally and drive growth. Further, service SMEs can compete with larger businesses with technology-driven marketing. Technology can differentiate an SME and create a unique value proposition, attracting customers and setting it apart. Social media advertising and email campaigns are often more cost-effective than traditional marketing channels such as print and television. The authors included a total of 32 articles published between the years 2013 and 2023 for in-depth analysis to address the issue under investigation. Findings indicated several effective digital marketing strategies to integrate technology and marketing activities among service SMEs in emerging economies, such as personalized marketing options, direct customer engagement, 24/7 availability options, and brand-building capabilities.
URI
http://hdl.handle.net/10454/20155
Version
Published version
Citation
Jayawardena NS, Behl A, Nedungadi P et al (2024) Integration of technology and marketing activities among service SMEs in emerging economies: A scoping review. Journal of Global Information Management. 32(1).
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Link to published version
Link to Version of Record
https://doi.org/10.4018/JGIM.356380
Type
Article
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Notes