IMPACTO DO MARKETING DIGITAL NO DESEMPENHO DAS EXPORTAÇÕES DAS MICRO, PEQUENAS E MÉDIAS EMPRESAS: REVISÃO SISTEMÁTICA DE LITERATURA
DOI:
https://doi.org/10.47820/recima21.v7i2.7230Palavras-chave:
Revisão Sistemática, Marketing digital, Medidas do desempenho, Exportações das micro, pequenas e médias empresasResumo
Esta revisão sistemática tem como objetivo analisar o impacto do marketing digital no desempenho das exportações das micro, pequenas e médias empresas. Procura responder à seguinte pergunta: Qual é o impacto do marketing digital no desempenho das exportações das micro, pequenas e médias empresas? Os estudos foram selecionados nas bases de dados Dimensions, Scopus e Google Acadêmico em língua Portuguesa, Espanhola e Inglesa. Os estudos foram selecionados com base no critério de relevância no sentido de que os resultados do estudo respondem à pergunta de pesquisa. Com base nesse critério foram selecionados 44 estudos para a revisão. A síntese dos resultados dos estudos foi feita através de estatísticas descritivas com recurso às tabelas e aos gráficos. Os resultados dos estudos revistos indicam que o uso do marketing digital nas exportações das micro, pequenas e médias empresas tem impacto em vários indicadores do desempenho das exportações. Os resultados evidenciam de forma consistente que o uso do marketing digital pode aumentar o desempenho das exportações das micro, pequenas e médias empresas de todo o mundo, independentemente do país ou continente onde se localiza.
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