MSMEs, or micro, small, and medium-sized businesses, are a vital segment of the Indian economy, which greatly contributes to employment and GDP. Despite its dynamic nature, the sector has been slow to adopt digital marketing strategies, which are critical for survival and competitiveness in today’s technology-driven marketplace. This research looks at the challenges of digital marketing adoption in Kerala MSMEs, emphasizing its impact on business performance and growth. By analyzing adopters and non-adopters, the research identified key factors influencing digital marketing adoption and suggested actionable recommendations for policymakers and business owners.
Mullool et al. (2025) studied this question.