Digital Marketing and Entrepreneurial Success: A Conceptual and Bibliometric Review

Abstract

Digital transformation has changed the global business landscape and presented new challenges as well as great opportunities for entrepreneurs, especially MSMEs and startups. This study aims to understand the relationship between digital marketing strategies and entrepreneurial success through qualitative-based conceptual methods with literature review and bibliometric analysis. Data is collected from the Google Scholar database with strict selection criteria to guarantee relevance and quality. The results of the study show that social media, SEO, content marketing, and the integration of new technologies such as Artificial Intelligence (AI), Virtual Reality (VR), and chatbots play an important role in improving financial performance, brand positioning, innovation, and customer loyalty. However, there are gaps in implementation, especially among MSMEs who face limited digital literacy and resources. This research emphasizes the need for collaboration between academics, practitioners, governments, and technology providers to build an inclusive and sustainable digital entrepreneurship ecosystem. The practical implication is that digital marketing should be placed as a core strategy in modern entrepreneurship, while its academic implications open up room for further research on the integration of new technologies and socio-cultural factors that affect the effectiveness of digital marketing.