Digital Technology Adoption in Microenterprises: A Bibliometric and Thematic Review of Digital Marketing and Fintech Research

Microenterprises are a fundamental component of economic development in emerging economies because they generate employment, foster innovation, and contribute to GDP. However, their limited resources make it difficult to keep pace with the rapidly expanding digital economy, and research on their adoption of digital marketing and financial technology (FinTech) remains fragmented. This study examines the evolution and thematic structure of the literature on digital marketing and FinTech adoption in microenterprises. Following the PRISMA guidelines, 499 records published between 2010 and 2026 were retrieved from the Scopus database using two search strings; after duplicate and ineligible records were removed, 337 documents were subjected to bibliometric analysis, and 159 full-text documents were reviewed thematically. The results show that the field grew at an annual rate of 26.87%, with an average document age of 2.16 years and 17.42 citations per document. The documents were written by 1,123 authors, and journal articles accounted for 68.84% (232 documents). The 985 author keywords formed three co-occurrence clusters centered on digital marketing, FinTech and financial inclusion, and FinTech adoption and financial literacy. The findings of this study suggest that the field is young, fast-growing, and highly collaborative and that it converges on four themes: digital marketing adoption and performance transformation; FinTech-driven financial inclusion and entrepreneurial development; financial literacy, FinTech adoption, and sustainable business development; and the strategic integration of digital technologies for marketing performance. Research attention has shifted from internet-based marketing toward FinTech adoption, financial inclusion, and the digital economy, whereas digital marketing remains a basic but less developed theme. JEL Classification Codes: G23, L26, M31, O33.