Digital marketing and its relationship with the financial-operational performance of MSMEs: a theoretical review
DOI:
https://doi.org/10.29105/vtga11.5-1215Keywords:
Digital marketing, Financial performance, Performance, MSMEsAbstract
With the advent of the internet, companies transformed their advertising and marketing strategies, turning to digital media to strengthen their market position and add value to their products. However, the expected benefits of these strategies have not been equally achieved by all organizations, particularly by micro, small, and medium-sized enterprises (MSMEs). In this context, the aim of this study is to analyze the relationship between digital marketing and the financial-operational performance of MSMEs. The methodology was based on a systematic literature review, using the Web of Science, Springer, and Scielo databases, with defined inclusion and exclusion criteria, which resulted in the identification of 11,896 documents, from which 21 articles were selected for detailed analysis. The main findings indicate that 10 studies highlight the relevance of social media in boosting sales and supporting entrepreneurship, while 11 articles explicitly examine the relationship between digital marketing and business performance, consistently reporting a positive and significant influence. It is concluded that digital marketing has a favorable impact on both the financial and operational performance of MSMEs.
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