Integration of technology and marketing activities among service SMEs in emerging economies: A scoping review
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2024Keyword
Arksey and O'Malley's FrameworkDigital marketing strategies
Scoping review
SMEs
Technology and marketing activities
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(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.Peer-Reviewed
YesOpen Access status
openAccessAccepted for publication
2024-07-17
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Show full item recordAbstract
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.Version
Published versionCitation
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).Link to Version of Record
https://doi.org/10.4018/JGIM.356380Type
Articleae974a485f413a2113503eed53cd6c53
https://doi.org/10.4018/JGIM.356380