ItemArticle

Digital Marketing Strategy for SMEs in India and South East Asian Countries in Industry 5.0: A Literature Review

Title
Digital Marketing Strategy for SMEs in India and South East Asian Countries in Industry 5.0: A Literature Review
Creator
Olubiyi, Timilehin Olasoji; Longe, Olumide Babatope; Susela Devi, K. Suppiah; Sinha, Mudita; Bhagabati, Sabita
Description
Lower level of income, underdeveloped industrial bases, lower standards of living and a lack of access to modern technology are the basic challenges of any developing economy. Expansion of the small business sector plays a pivotal role in growing the economies of developing countries and reducing unemployment. Digital marketing is an online platform to promote small- and medium-sized enterprises (SMEs) to reach a global audience without a physical presence in multiple locations. This is particularly beneficial for SMEs in developing countries, where access to international markets may otherwise be limited. The present chapter is a review of global digital marketing strategies and explores how developing nations, particularly India and Southeast Asian countries, can benefit from them and can adopt the advanced strategies to establish the SME sector. It is found that while digital marketing offers substantial benefits for SMEs in India and Southeast Asia, its adoption is influenced by a range of factors, including digital infrastructure, government support and access to digital literacy programs. SMEs in India and Southeast Asia should overcome the existing barriers and continuously adapt to the evolving digital landscape to realize the potential of digital marketing. 2026 Sabita Bhagabati
Source
Contemporary Issues in Entrepreneurship Research;Volume;9;Issue;3;
Date
01-01-2025
Publisher
Emerald Publishing
Subject
AI; Competition; Digital marketing; economic growth; India; L1; M3; M31; M310; Policy; Robots; SMEs; SMEs; Southeast Asia; Start-ups
Coverage
Olubiyi T.O., West Midlands Open University, Nigeria; Longe O.B., West Midlands Open University, Nigeria; Susela Devi K.S., Sunway University, Malaysia; Sinha M., Christ University, India; Bhagabati S., Faculty of Commerce and Management, Bhattadev University, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 20407246;
Format
online
Language
English
Type
Article

Citation

Olubiyi, Timilehin Olasoji; Longe, Olumide Babatope; Susela Devi, K. Suppiah; Sinha, Mudita; Bhagabati, Sabita, “Digital Marketing Strategy for SMEs in India and South East Asian Countries in Industry 5.0: A Literature Review,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 19, 2026, https://archives.christuniversity.in/items/show/22927.

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