Analysis of the Role of Digital Marketing in Improving Marketing Performance: A Systematic Literature Review

La Ode Sugianto; Khusnatul Zulfa W; Iin Wijayanti; Siti Chamidah; Yeni Cahyono; Herdin Herdin; Iis Atma Lestari

doi:10.61255/jeemba.v4i5.1440

Authors

La Ode Sugianto Universitas Muhammadiyah Ponorogo, Indonesia
Khusnatul Zulfa W Universitas Muhammadiyah Ponorogo, Indonesia
Iin Wijayanti Universitas Muhammadiyah Ponorogo, Indonesia
Siti Chamidah Universitas Muhammadiyah Ponorogo, Indonesia
Yeni Cahyono Universitas Muhammadiyah Ponorogo, Indonesia
Herdin Universitas Muhammadiyah Ponorogo, Indonesia
Iis Atma Lestari Universitas Muhammadiyah Ponorogo, Indonesia

DOI:

https://doi.org/10.61255/jeemba.v4i5.1440

Keywords:

Digital Marketing, Marketing Performance, Resource-Based View, Innovation Capability, Organizational Capability

Abstract

Purpose – This study synthesizes the contemporary literature on the relationship between digital marketing and marketing performance. It aims to identify the theoretical perspectives, underlying mechanisms, and research gaps explaining how digital marketing contributes to organizational performance.

Design/methodology/approach – This study employs a Systematic Literature Review (SLR) following the PRISMA framework. A structured search of the Scopus database covering publications from 2020–2025 identified 81 eligible peer-reviewed journal articles, which were analyzed using narrative synthesis.

Findings – The review demonstrates that digital marketing is increasingly viewed as a strategic organizational capability rather than merely a promotional tool. Its contribution to marketing performance is mediated through customer analytics, customer relationship management, organizational learning, innovation capability, data-driven decision-making, and digital transformation. The findings also highlight Resource-Based View (RBV) and innovation capability as dominant theoretical perspectives, while revealing inconsistencies in marketing performance measurement and limited theoretical integration.

Originality/Value – This study integrates fragmented evidence into a comprehensive conceptual framework linking digital marketing, organizational capabilities, innovation capability, and marketing performance. It clarifies the mechanisms underlying this relationship, identifies key research gaps, and provides directions for future empirical research and managerial practice.

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