Navigating and Future Research Agenda: The Digital Marketing Landscape in Small Medium Enterprise (SMEs)

This study aims to develop the digital marketing literature in SMEs and research themes in the future. This study used the PRISMA method, involving 646 articles for bibliometric analysis. The findings show that there is a significant increase in literature from 2020 – 2023. Higher education institutions and academic journals showed a high intention to improve the literature. In addition, various studies have multidisciplinary relevance to the themes of technology, policy, economics, and social sciences. The future research agenda is related to digital literacy, adoption behaviour, social media, digital marketing, e-commerce, service quality, and personal branding. Future research is expected to collect various studies with a larger number of articles.