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

In: Entrepreneurship and Small and Medium-Sized Enterprises (SMEs) in Africa

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  • Felicia de Heer

    (Central University, Department of Marketing, Central Business School)

Abstract

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.

Suggested Citation

  • Felicia de Heer, 2026. "Building a Strong Online Presence for Small and Medium Enterprises: An Emerging Market Perspective," Springer Books, in: Emelia Amoako Asiedu & Richard Kofi Asravor & Robert Ebo Hinson & George Oppong Ampong (ed.), Entrepreneurship and Small and Medium-Sized Enterprises (SMEs) in Africa, chapter 13, pages 277-305, Springer.
    • Handle: RePEc:spr:sprchp:978-3-032-14174-3_13
    DOI: 10.1007/978-3-032-14174-3_13
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