The Impact of Online Business Marketing on Small and Medium-Sized Enterprise Performance (SMEs)

Abstract

Scientific research has recently focused on the impact of online firm marketing on economic, social, and personality development. The importance of capturing and capitalizing on the positive outcomes of digital business adoption and implementation in various businesses has been highlighted in both theoretical and practical research. As a result, the goal of this article is to review the literature on the potential direct and indirect effects of online business marketing on the performance of SMEs in order to determine which factors are most important in determining a company's success. The outcomes of this study show that online business marketing has an impact on improving external and internal communication, and that for the best results, it is necessary to link digitalization investments with internal capabilities and organizational processes. The importance of technology is overshadowed by the social and economic benefits that result.