Digital marketing in community-based enterprises: A systematic literature review and research agenda

Community-based enterprises (CBEs), which provide advantages to local communities, are widely promoted in developing countries. This paper examines the empirical research on digital marketing, a vital marketing strategy for the sustainable development of CBEs. An extensive and systematic search utilizing clear inclusion and exclusion criteria resulted in the collection of 32 empirical studies for the sample. The results of these studies' analyses and synthesis showed that: (i) consumer behaviour theory and theory of technology acceptance model were used most for investigating digital marketing in CBEs; (ii) interviews and focus groups were the most common techniques for collecting data, while qualitative method was the most widely used; (iii) social media marketing and websites were the primary digital marketing tools used in CBEs; (iv) most studies collected data from Southeast Asia such as Thailand emerged as the dominant context; and (v) digital marketing impacts CBE outcomes including customer satisfaction, entrepreneur skills, and business performance. The findings resulted in the development of a complete outcome framework for digital marketing in CBEs. Furthermore, we have outlined various research implications for future examination and management implications for CBEs to effectively improve digital marketing.