The article examines the socio-economic factors that determine the transformation of marketing communications for small and medium-sized B2B enterprises in the Russian Federation as of April 2026. The purpose of the study is to identify and systematize the socio-economic factors that influence the marketing communications of B2B SMEs in the Russian Federation. The research methodology includes a systematic analysis of legal acts, statistical processing of survey data, content analysis of industry publications, and the theory of generations adapted for marketing communications. The study uses the method of modeling using mind maps to visualize the obtained data. The study identifies the following economic factors of influence: macroeconomic context, staff shortages, economic uncertainty, sanctions and import substitution, digitalization. The social factors are professional communities, social capital, human-centricity, career mobility, ESG, new language of communication, advertising fatigue, and generational shifts. As a result of the research, three interconnected mind maps were developed: a mind map of the economic factors that influence the marketing communications of B2B SMEs, a mind map of the social factors that influence the marketing communications of B2B SMEs, and an integrated mind map of the factors that influence the marketing communications of B2B SMEs. The mind maps include factors, second-level factors, and their components. The study also develops a three-level model of the factors that influence the marketing communications of B2B SMEs, which includes the mega-level (technological and generational factors), the macro-level (social, economic, and regulatory factors), and the meso-level (production & technical, and typological factors). The resulting model reveals the cascading influence of the factors on the marketing communications of small and medium-sized B2B enterprises.
Rayter et al. (Sun,) studied this question.