Understanding The Use Of Digital Marketing By Rural Micro Entrepreneurs Of India: A Systematic Literature Review

Abstract

The rapid evolution of digital marketing has drastically changed the manner of interaction between business owners and their target customers, enhancing the growth and transparency of business. This study digs into the relatively unexplored realm of rural entrepreneurship. We give a thorough examination of papers published since later nineties till time. Papers from various data bases like Google Scholar, Emerald, and Scopus, were studied. The study aims to understand the potential of digital marketing for rural entrepreneurs to achieve success in business, and, to determine the challenges and scope of improvement for the same.

This systematic Literature review Identify common themes and trends in the literature published, throwing light on the crucial determinants influencing the adoption and efficacy of digital marketing among rural entrepreneurs. Authors have combined information from many studies to uncover patterns in the use of social media, websites, search engine optimization, email marketing, and online advertising etc.

The findings suggest that rural entrepreneurs are now understanding the potential of digital marketing for growing their business and acquiring new clients. However, the level of adoption and the influence of digital marketing on rural business success vary a lot.

The utility of this study is to provide a detailed view of how rural entrepreneurs use digital marketing, The benefits and challenges faced by them and the methods the overcome it. This study is an important resource for scholars, practitioners, policy makers looking forward to improving the Rural Entrepreneurship through Digital means.