Digital Marketing in Ibero-American SMEs. A systematic review from 2013 to 2022.

Garcia-Pujay F.S.; Colomer-Winter A.; Pachas-Fuentes M.O.; Albarran-Taype R.; Gomez-De La Fuente A.P. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/leird2024.1.1.557

Resumen

The objective of this article was to describe the characteristics of scientific studies on digital marketing in SMEs in Ibero-America from 2013 to 2022. Information was collected from databases such as Proquest, Ebsco, Web of Science, Scopus, Scielo, Dialnet, and Redalyc to do so. Out of 2444 articles found according to the research topic, 30 studies were selected, which had digital marketing as the main variable and whose information quality was optimal, to mention some exclusion and inclusion criteria. These articles were analyzed according to research objectives, year and country of publication, organization, variables, types of research, instruments and sample size, results, and conclusions; it was found that 37% of the studies try to relate digital marketing with sales management and most of the organizations that apply it are service companies. The main conclusion shows that digital marketing is developed unevenly in Latin American countries, where some nations have their value chain fully digitized, and others maintain a precarious use without orienting it to commercial purposes.

Instituciones: Universidad Privada del Norte