Abstract:

A systematic literature review (SLR) is provided by the current study project. Based on 50 peer-reviewed publications published between 2014 and 2024, the SLR investigates the adoption and development of digital marketing strategies by small and medium-sized businesses in the context of Bihar, India. It covers crucial information on the adoption of important digital marketing tools, obstacles, and developments in new technologies like artificial intelligence. The result shows that there are still issues because of infrastructure, illiteracy, and financial limitations, even with the use of technologies like social media marketing, e-commerce, and search engine optimization. A rising but uneven integration of AI-enabled analytics and automation technologies is highlighted in the assessment. This study provides region-specific insights and gives legislative, managerial, and research implications for bolstering SME digital transformation by placing international digital marketing literature inside the socioeconomic context of Bihar.

Keywords:

Digital Marketing Adoption, SMEs, Bihar, AI Marketing, SME Performance, Systematic Literature Review.

Aim/Objectives

Methods