ItemArticle

Digital marketing effectiveness and success factors for small and medium enterprises

Title
Digital marketing effectiveness and success factors for small and medium enterprises
Creator
Awasthi, Yashmita; Srivastava, Anubha; Uppal, Aakanksha; Anand, Vaijayanti; Srivastava, Anjita
Description
Digital marketing is crucial for the organisation success. Therefore, this paper explores how research in digital marketing can enhance marketing strategies, drive consumer engagement and boost revenue generation. It highlights how businesses of varying sizes can leverage these insights to thrive in the competitive online market. The study conducts a bibliometric analysis of digital marketing research, tracing its evolution from inception to present day. Focusing on authorship patterns, international collaborations, and geographical influences, it assesses the potential future impact of research in this area. Using the Scopus database, 1,126 relevant articles were selected for detailed analysis. Employing the R Software and bibliometric package, an extensive scientific mapping analysis was performed. The findings present a thorough exploration of author contributions, source evaluations, document analytics, cluster mapping-citations, and collaborative networks. These findings provide valuable guidance for researchers and practitioners interested in emerging domain of digital marketing. Copyright 2026 Inderscience Enterprises Ltd.
Source
International Journal of Entrepreneurship and Small Business;Volume;58;Issue;1;pp.85-109
Date
01-01-2026
Publisher
Inderscience Publishers
Subject
bibliometric analysis; digital marketing; factor analysis; R Studio; science mapping
Coverage
Awasthi Y., Christ University, School of Commerce, Finance and Accountancy, Bengaluru, India; Srivastava A., Department of Management Studies, Institute of Technology and Science, Ghaziabad, India; Uppal A., Symbiosis Law School, Constituent of Symbiosis International (Deemed) University, Uttar Pradesh, Noida, India; Anand V., Department of Management Studies, Institute of Technology and Science, Ghaziabad, India; Srivastava A., Budelkhand University, Uttar Pradesh, Jhansi, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 14761297;
Format
online
Language
English
Type
Article

Citation

Awasthi, Yashmita; Srivastava, Anubha; Uppal, Aakanksha; Anand, Vaijayanti; Srivastava, Anjita, “Digital marketing effectiveness and success factors for small and medium enterprises,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 19, 2026, https://archives.christuniversity.in/items/show/23299.

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