Exploring the role of digital marketing in small business growth: a literature review using the technology acceptance model (TAM)

Small and medium-sized enterprises (SMEs) are crucial to Malaysia’s economic resilience yet may struggle to compete in an increasingly digital environment. This literature review explores how digital marketing contributes to SME growth through the lens of the Technology Acceptance Model (TAM). Drawing on studies from 2020 to 2025, particularly during and after the COVID-19 pandemic, this paper discusses the factors that influence digital adoption including perceived usefulness, ease of use, social influence, and contextual moderators. Findings suggest that while digital marketing offers significant potential for SMEs, adoption remains inconsistent due to various internal and external barriers. Practical implications highlight the importance of government support, training programs, and SME support organizations in enhancing adoption. This review contributes to a clearer understanding of how digital tools can empower small businesses, enhance long-term sustainability, and shape policy development.