IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i5p2512-d506206.html
   My bibliography  Save this article

Digital Transformation and Marketing Activities in Small and Medium-Sized Enterprises

Author

Listed:
  • Marta Joanna Ziółkowska

    (Institute of Management, SGH Warsaw School of Economics, 02-554 Warsaw, Poland)

Abstract

Digital transformation which impacts business operations is one of the most fundamental social and economic occurrences of our times. The paper seeks to find out how digital transformation impacts marketing activities in small and medium-sized enterprises (SMEs) and to examine overall changes triggered by digital technology in the marketing concept, its instruments, and activities in SMEs in Poland. The main research question focuses on the direction in which marketing activities performed by organisations evolve nowadays. Analyses and considerations are based on logical inference, examination of results of empirical studies, critical literature review, and author’s market observations. Conducted analyses have demonstrated that, in enterprises covered by the study, digital technologies are deployed in marketing rather widely, although in many instances these technologies belong to the category of traditional tools. IT technologies and digital tools also impact marketing, helping to build relationships with clients and creating the value of each organisation.

Suggested Citation

  • Marta Joanna Ziółkowska, 2021. "Digital Transformation and Marketing Activities in Small and Medium-Sized Enterprises," Sustainability, MDPI, vol. 13(5), pages 1-16, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:5:p:2512-:d:506206
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/5/2512/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/5/2512/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ahmed Bounfour, 2016. "Digital Futures, Digital Transformation," Progress in IS, Springer, edition 1, number 978-3-319-23279-9, March.
    2. Anran Zhang & Pamela Saleme & Bo Pang & James Durl & Zhengliang Xu, 2020. "A Systematic Review of Experimental Studies Investigating the Effect of Cause-Related Marketing on Consumer Purchase Intention," Sustainability, MDPI, vol. 12(22), pages 1-23, November.
    3. Marjeta Marolt & Hans-Dieter Zimmermann & Andreja Pucihar, 2020. "Enhancing Marketing Performance Through Enterprise-Initiated Customer Engagement," Sustainability, MDPI, vol. 12(9), pages 1-16, May.
    4. Cibela NEAGU, 2016. "The importance and role of small and medium-sized businesses," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania / Editura Economica, vol. 0(3(608), A), pages 331-338, Autumn.
    5. Dan Dumitriu & Gheorghe Militaru & Dana Corina Deselnicu & Andrei Niculescu & Mirona Ana-Maria Popescu, 2019. "A Perspective Over Modern SMEs: Managing Brand Equity, Growth and Sustainability Through Digital Marketing Tools and Techniques," Sustainability, MDPI, vol. 11(7), pages 1-24, April.
    6. Rodney Duffett & Dana-Mihaela Petroșanu & Iliuta-Costel Negricea & Tudor Edu, 2019. "Effect of YouTube Marketing Communication on Converting Brand Liking into Preference among Millennials Regarding Brands in General and Sustainable Offers in Particular. Evidence from South Africa and ," Sustainability, MDPI, vol. 11(3), pages 1-24, January.
    7. Cibela NEAGU, 2016. "The importance and role of small and medium-sized businesses," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania - AGER, vol. 0(3(608), A), pages 331-338, Autumn.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Andreea-Diana Suciu (Vodă) & Andra Ioana Maria Tudor & Ioana Bianca Chițu & Lavinia Dovleac & Gabriel Brătucu, 2021. "IoT Technologies as Instruments for SMEs’ Innovation and Sustainable Growth," Sustainability, MDPI, vol. 13(11), pages 1-17, June.
    2. Ștefan Cristian Gherghina & Mihai Alexandru Botezatu & Alexandra Hosszu & Liliana Nicoleta Simionescu, 2020. "Small and Medium-Sized Enterprises (SMEs): The Engine of Economic Growth through Investments and Innovation," Sustainability, MDPI, vol. 12(1), pages 1-22, January.
    3. Anna Surma-Syta & Adrian Majek, 2021. "The Use of Financial Accounting by Small and Medium Enterprises in Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 453-462.
    4. Abdel bary, Amr, 2019. "SMEs Sector: A Key Driver to the Egyptian Economic Development," EconStor Research Reports 192968, ZBW - Leibniz Information Centre for Economics.
    5. Nourhan Ah. Saad & Sara Elgazzar & Sonja Mlaker Kac, 2022. "Investigating the Impact of Resilience, Responsiveness, and Quality on Customer Loyalty of MSMEs: Empirical Evidence," Sustainability, MDPI, vol. 14(9), pages 1-20, April.
    6. Anita Kyurova, 2022. "The Digital Transformation And Its Impact On Small And Medium-Sized Enterprises," Entrepreneurship, Faculty of Economics, SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, vol. 10(1), pages 7-18.
    7. Enikő Korcsmáros & Bence Csinger, 2022. "Sustainable Competitiveness in the Case of SMEs—Opportunities Provided by Social Media in an International Comparison," Sustainability, MDPI, vol. 14(19), pages 1-18, September.
    8. Marcus Grieger & André Ludwig, 2019. "On the move towards customer-centric business models in the automotive industry - a conceptual reference framework of shared automotive service systems," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(3), pages 473-500, September.
    9. Pengen Mai & Steven James Day, 2023. "Persuading Reluctant Customers: The Online Marketing Communications of Car Sharing Firms," Sustainability, MDPI, vol. 15(24), pages 1-18, December.
    10. Hani Brdesee, 2021. "A Divergent View of the Impact of Digital Transformation on Academic Organizational and Spending Efficiency: A Review and Analytical Study on a University E-Service," Sustainability, MDPI, vol. 13(13), pages 1-16, June.
    11. Firican Diana Andreea, 2024. "Creating a Digital Culture for Digital Transformation: A Literature Review of Practical Steps," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 18(1), pages 1018-1028.
    12. Gotsch, Matthias & Kelnhofer, Anton & Jäger, Angela, 2019. "Environmental product innovations and the digital transformation of production: Analysing the influence that digitalising production has on generating environmental product innovations," Working Papers "Sustainability and Innovation" S07/2019, Fraunhofer Institute for Systems and Innovation Research (ISI).
    13. Samer Ajour El Zein & Carolina Consolacion-Segura & Ruben Huertas-Garcia, 2019. "The Role of Sustainability in Brand Equity Value in the Financial Sector," Sustainability, MDPI, vol. 12(1), pages 1-19, December.
    14. Atandile Ngubelanga & Rodney Duffett, 2021. "Modeling Mobile Commerce Applications’ Antecedents of Customer Satisfaction among Millennials: An Extended TAM Perspective," Sustainability, MDPI, vol. 13(11), pages 1-29, May.
    15. Pedro Cuesta-Valiño & Pablo Gutiérrez Rodríguez & Estela Núñez-Barriopedro, 2020. "Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers’ Response," IJERPH, MDPI, vol. 17(18), pages 1-20, September.
    16. Prasant Kumar Pandey & Naval Bajpai & Abhijeet V. Tiwari, 2024. "Factors affecting attitude and purchase intention towards cause-related marketing: a systematic literature review using TCCM approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(2), pages 479-509, June.
    17. Rodney Duffett, 2020. "The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers," Sustainability, MDPI, vol. 12(12), pages 1-25, June.
    18. Ganesh Dash & Debarun Chakraborty, 2021. "Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19," Sustainability, MDPI, vol. 13(12), pages 1-19, June.
    19. Sang-Uk Jung & Valeriia Shegai, 2023. "The Impact of Digital Marketing Innovation on Firm Performance: Mediation by Marketing Capability and Moderation by Firm Size," Sustainability, MDPI, vol. 15(7), pages 1-16, March.
    20. Lihua Zuo & Jack Strauss & Lijuan Zuo, 2021. "The Digitalization Transformation of Commercial Banks and Its Impact on Sustainable Efficiency Improvements through Investment in Science and Technology," Sustainability, MDPI, vol. 13(19), pages 1-17, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:5:p:2512-:d:506206. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.