Social Media Marketing and the Business Performance of SMEs in Latin America: A Systematic Literature Review

Introduction Despite the growing body of research on social media marketing and SMEs, a considerable gap remains in the integrated understanding of the state of the art regarding the effect of social media marketing on SMEs’ business performance. Objective This study aimed to synthesise the evidence on the association between social media use and the business performance of SMEs in Latin America by identifying patterns in scientific production and collaboration, as well as the thematic and semantic evolution of the field. It also sought to identify capabilities, innovation, entrepreneurial orientation, gender, firm size and geographical context as explanatory factors. Methods A quantitative approach was employed, combining scientometric and bibliometric methods with a systematic literature review. Records from Scopus, Web of Science, and Dimensions were analysed using a structured search protocol, PICO criteria, and the PRISMA flow diagram to select and synthesise the relevant studies. Results The evidence converged into three main clusters. The first comprised established concepts related to digital marketing, consumer behaviour, social media, commerce, and business performance. The second included emerging themes associated with digital transformation, artificial intelligence, big data, data analytics, digital technologies, information systems, and decision-making. The third encompassed corporate social responsibility, sustainability, innovation, digitalisation, business development, and technology adoption. Overall, the studies indicate a positive association between the strategic integration of social media, marketing capabilities, and the business performance of Latin American SMEs. Conclusions Social media marketing contributes to the performance and competitiveness of SMEs; however, its effectiveness depends on complementary organisational capabilities and structural factors such as firm size, managerial gender, and geographical context. This review supports future longitudinal research and digitalisation policies aimed at strengthening organisational capabilities and digital skills.