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Integration of Technology and Marketing Activities Among Service SMEs in Emerging Economies: A Scoping Review

Nirma Sadamali Jayawardena, Abhishek Behl Orcid Logo, Prema Nedungadi Orcid Logo, Paul Jones Orcid Logo, Raghu Raman Orcid Logo

Journal of Global Information Management, Volume: 32, Issue: 1, Pages: 1 - 27

Swansea University Author: Paul Jones Orcid Logo

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DOI (Published version): 10.4018/jgim.356380

Abstract

Service small and medium enterprises (SMEs) are typically SMEs that operate in the service industry. In emerging economies, service SMEs can benefit from integrating technology and marketing activities to compete globally and drive growth. Further, service SMEs can compete with larger businesses wit...

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Published in: Journal of Global Information Management
ISSN: 1062-7375 1533-7995
Published: IGI Global 2024
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URI: https://cronfa.swan.ac.uk/Record/cronfa67991
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first_indexed 2024-10-15T12:53:23Z
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spelling v2 67991 2024-10-15 Integration of Technology and Marketing Activities Among Service SMEs in Emerging Economies: A Scoping Review 21e2660aaa102fe36fc981880dd9e082 0000-0003-0417-9143 Paul Jones Paul Jones true false 2024-10-15 CBAE Service small and medium enterprises (SMEs) are typically SMEs that operate in the service industry. In emerging economies, service SMEs can benefit from integrating technology and marketing activities to compete globally and drive growth. Further, service SMEs can compete with larger businesses with technology-driven marketing. Technology can differentiate an SME and create a unique value proposition, attracting customers and setting it apart. Social media advertising and email campaigns are often more cost-effective than traditional marketing channels such as print and television. The authors included a total of 32 articles published between the years 2013 and 2023 for in-depth analysis to address the issue under investigation. Findings indicated several effective digital marketing strategies to integrate technology and marketing activities among service SMEs in emerging economies, such as personalized marketing options, direct customer engagement, 24/7 availability options, and brand-building capabilities. Journal Article Journal of Global Information Management 32 1 1 27 IGI Global 1062-7375 1533-7995 Arksey and O’Malley’s framework, digital marketing strategies, scoping review, SMEs 28 9 2024 2024-09-28 10.4018/jgim.356380 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University Another institution paid the OA fee 2024-10-15T13:54:04.4928928 2024-10-15T13:30:19.9339987 Faculty of Humanities and Social Sciences School of Management - Business Management Nirma Sadamali Jayawardena 1 Abhishek Behl 0000-0002-5157-0121 2 Prema Nedungadi 0000-0001-8774-3541 3 Paul Jones 0000-0003-0417-9143 4 Raghu Raman 0000-0002-0851-9742 5 67991__32606__e77fedfe32064b1a891b8e3f7b078dc6.pdf 67991.VOR.pdf 2024-10-15T13:46:40.5847436 Output 988784 application/pdf Version of Record true © 2024. This article published as an Open Access article distributed under the terms of the Creative Commons Attribution License (CC-BY). true eng https://creativecommons.org/licenses/by/4.0/
title Integration of Technology and Marketing Activities Among Service SMEs in Emerging Economies: A Scoping Review
spellingShingle Integration of Technology and Marketing Activities Among Service SMEs in Emerging Economies: A Scoping Review
Paul Jones
title_short Integration of Technology and Marketing Activities Among Service SMEs in Emerging Economies: A Scoping Review
title_full Integration of Technology and Marketing Activities Among Service SMEs in Emerging Economies: A Scoping Review
title_fullStr Integration of Technology and Marketing Activities Among Service SMEs in Emerging Economies: A Scoping Review
title_full_unstemmed Integration of Technology and Marketing Activities Among Service SMEs in Emerging Economies: A Scoping Review
title_sort Integration of Technology and Marketing Activities Among Service SMEs in Emerging Economies: A Scoping Review
author_id_str_mv 21e2660aaa102fe36fc981880dd9e082
author_id_fullname_str_mv 21e2660aaa102fe36fc981880dd9e082_***_Paul Jones
author Paul Jones
author2 Nirma Sadamali Jayawardena
Abhishek Behl
Prema Nedungadi
Paul Jones
Raghu Raman
format Journal article
container_title Journal of Global Information Management
container_volume 32
container_issue 1
container_start_page 1
publishDate 2024
institution Swansea University
issn 1062-7375
1533-7995
doi_str_mv 10.4018/jgim.356380
publisher IGI Global
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description Service small and medium enterprises (SMEs) are typically SMEs that operate in the service industry. In emerging economies, service SMEs can benefit from integrating technology and marketing activities to compete globally and drive growth. Further, service SMEs can compete with larger businesses with technology-driven marketing. Technology can differentiate an SME and create a unique value proposition, attracting customers and setting it apart. Social media advertising and email campaigns are often more cost-effective than traditional marketing channels such as print and television. The authors included a total of 32 articles published between the years 2013 and 2023 for in-depth analysis to address the issue under investigation. Findings indicated several effective digital marketing strategies to integrate technology and marketing activities among service SMEs in emerging economies, such as personalized marketing options, direct customer engagement, 24/7 availability options, and brand-building capabilities.
published_date 2024-09-28T13:54:02Z
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score 11.031155

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