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The study aims to identify and systematize socio-economic factors influencing marketing communications for B2B SMEs in Russia.

Socio-economic factors influencing marketing communications of B2B SMEs

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This article examines socio-economic factors affecting marketing communications in B2B SMEs, suggesting new strategies for growth and adaptation.

The study aims to identify and systematize socio-economic factors influencing marketing communications for B2B SMEs in Russia.
Systematic analysis of legal acts and industry publications
Statistical processing of survey data
Modeling using mind maps to visualize economic and social influences
Identified economic factors: macroeconomic context, staff shortages, and economic uncertainty
Highlighted social factors: professional communities, ESG, and advertising fatigue
Developed interconnected mind maps illustrating economic and social factors influencing B2B SMEs' marketing communications

Rayter et al. (2026) studied this question.

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This article examines socio-economic factors affecting marketing communications in B2B SMEs, suggesting new strategies for growth and adaptation.