Digitalization, Social Media, and Strategic Innovation in MSMEs: Scopus-Based Bibliometric Trends (2015-2025)
- AIOR Admin
- 3 days ago
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Kurniawan Prasetyo, Andi Pajolloi Bate, Haekal Fajri Amrullah
Universitas Mercu Buana, Universiti Utara Malaysia
The development of digitalization and social media has become a key factor in driving strategic innovation and competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in various countries. This article aims to map research trends on digitalization, social media, and strategic innovation in MSMEs using a bibliometric approach based on Scopus publication data for the period 2015-2025. Analysis was conducted on 171 articles using VOSviewer software, allowing the identification of publication patterns, leading countries, and the most frequently used keywords. The analysis results show a significant increase in the number of publications, with Indonesia as the most productive country in this topic. Network mapping reveals four main research clusters: digital marketing and e-commerce, social media-based digital transformation, sustainable business development through technology adoption, and entrepreneurship and strategic planning. Further discussion emphasizes the importance of digital literacy, business model innovation, and policy support in strengthening the role of MSMEs in the digital economy era. This article contributes by presenting a comprehensive overview of research developments, while also offering future research directions related to cross-country comparisons and the context of MSME digitalization implementation.