The Use of Digital Marketing in Β2Β Exporting Firms: A Systematic Literature Review and Future Research Directions

Abstract

Research on the role of social media in marketing has been expanding across various fields, exploring diverse types of companies and industries. However, a notable research gap remains in the literature concerning the B2B context, particularly among export-oriented firms. This systematic literature review aims to consolidate findings from various studies in International Business and International Marketing, to elucidate how digital marketing can assist B2B export-oriented firms to improve their exporting efforts and performance, and provide some useful future research directions.