Scholarlink

This study conducted a systematic literature review of the key factors for building a strong online SME brand presence from an emerging market perspective. The systematic literature review made use of ScienceDirect, Scopus, JSTOR and Google Scholar databases and selected articles relevant to the study. The findings of the study underscored positive relationships between all the variables: user-friendliness of website, interactiveness of brand, past performance, e-WOM, ease of use, customer experience of website, brand reputation and building a strong SME online brand presence. It is recommended that governments in emerging markets provide a reliable and affordable infrastructure so that SMEs can have continuous access to electric power and Internet connectivity for online activities.

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Building a Strong Online Presence for Small and Medium Enterprises: An Emerging Market Perspective

  • 章节

  • 发表日期：

    2026年

查看全文
  • Felicia de Heer

摘要

This study conducted a systematic literature review of the key factors for building a strong online SME brand presence from an emerging market perspective. The systematic literature review made use of ScienceDirect, Scopus, JSTOR and Google Scholar databases and selected articles relevant to the study. The findings of the study underscored positive relationships between all the variables: user-friendliness of website, interactiveness of brand, past performance, e-WOM, ease of use, customer experience of website, brand reputation and building a strong SME online brand presence. It is recommended that governments in emerging markets provide a reliable and affordable infrastructure so that SMEs can have continuous access to electric power and Internet connectivity for online activities.