Exploring the Role of Digital Marketing in Small Business Growth
A Literature Review Using the Technology Acceptance Model (TAM)
DOI:
https://doi.org/10.24191/abrij.v11i1.7074Keywords:
Digital Marketing, Technology Acceptance Model (TAM), SMEs, EntrepreneurshipAbstract
Small and medium-sized enterprises (SMEs) are crucial to Malaysia’s economic resilience yet may struggle to compete in an increasingly digital environment. This literature review explores how digital marketing contributes to SME growth through the lens of the Technology Acceptance Model (TAM). Based on the recent studies year 2020 to 2025, particularly during COVID-19 pandemic, this paper discusses the factors that influence digital adoption including perceived usefulness, ease of use and social influence. The findings suggest that while digital marketing offers potential, adoption remains inconsistent due to various internal and external barrier. Future research is recommended to include situational and government support as moderating factors. This review contributes to a clearer understanding of how digital tools can empower small businesses and enhance long term sustainability.
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Copyright (c) 2025 Nor Fazalina Salleh, Nur Atiqah Zakiyyah Ramlee , Norfazlina Ghazali , Nini Hartini Asnawi , Lina Nadia Abd Rahim
This work is licensed under a Creative Commons Attribution 4.0 International License.
