Research Information System
International Conference on Business and Technology (ICBT), İstanbul, Turkey, 6 - 07 November 2021, vol.485, pp.619-627, (Full Text)
Due to the spread of the virus Covid 19, small-medium entrepreneurs (SMEs) are facing critical conditions in sustaining their business. Huge transformation towards digital business is an alternative to support the operations of the business. With a good application, digital marketing allows entrepreneurs to extend their target market and increase the efficiency of communicating with their customers. However, SMEs seem to be left behind with a low usage rate of digital marketing tools. Considering this, the purpose of the study is to review past literature on the adoption of digital marketing and its impact on SMEs performance. Diffusion of innovation theory was discussed to describe how the adoption of technology with the intervention of digital marketing could boost the efficiency of SMEs. Three digital marketing tools that consist of website interaction, social media, and e-commerce have been found can leverage SMEs competencies. The results of this study provide a direction for future research to leverage the adoption of digital marketing tools among SMEs. Perhaps, this study can increase the awareness of SMEs to accept and adopt digital marketing in their business operations. This study is also relevant to the policymakers and public universities to conduct training on specific digital marketing tools to empower the performance of SMEs.