IMPACT OF DIGITAL MARKETING ON THE EXPORT PERFORMANCE OF MICRO, SMALL AND MEDIUM-SIZED ENTERPRISES: A SYSTEMATIC LITERATURE REVIEW
DOI:
https://doi.org/10.47820/recima21.v7i2.7230Keywords:
Systematic Review, Digital marketing, Performance measures, Exports of micro, small and medium-sized enterprisesAbstract
This systematic review aims to analyze the impact of digital marketing on the export performance of micro, small and medium-sized enterprises. It seeks to answer the following question: What is the impact of digital marketing on the export performance of micro, small and medium-sized enterprises? Studies were selected from the Dimensions, Scopus and Google Scholar databases in Portuguese, Spanish and English. The selection of studies was based on the criterion of relevance in the sense that the study results answer the research question. Based on this criterion, 44 studies were selected for review. The results of the studies were summarized using descriptive statistics with tables and graphs. The results of the reviewed studies indicate that the use of digital marketing in the exports of micro, small and medium-sized enterprises has an impact on several export performance indicators. These results show sufficient evidence to conclude that the use of digital marketing can increase the export performance of micro, small and medium-sized enterprises around the world, regardless of the country or continent where they are located.
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