Digital marketing adoption among startups in India: A systematic review and bibliometric analysis

Abstract

The start-up culture in India is right now in the boom stage with 61,400 startups registered with DPIIT and 100 startups having achieved the coveted ‘Unicorn’ status. The startups that have got good funding have invested the money in brand building and created a substantial market for themselves through aggressive promotions. However, at the same time, there are many startups that are not able to do proper marketing of their products and services due to lack of funds. Digital marketing is a viable alternative for these startups as it can be done both organically and inorganically with optimum investment. Digital Marketing is also known as performance marketing as the users pay is based on outcomes. To know about the research work carried out in this domain, we have done a systematic review coupled with bibliometric analysis to identify the authors, articles and themes pertaining to digital marketing adoption by startups to develop a conceptual model. For our research work, we have accessed research articles that are indexed in Scopus and analyzed the same using the VOS Viewer software. Our research work will help future research scholars to focus on specific areas of digital marketing adoption by startups that need attention and exhaustive study to address issues that are creating challenges in the adoption of digital marketing by startups.

Subject Classification:

• M31

Keywords:

• Startups
• Entrepreneurs
• Digital marketing adoption
• Promotion
• Systematic review
• Bibliometric analysis