Digital Marketing Innovation and Entrepreneurial Resilience: A Conceptual Review of Sustainable SME Performance in Nigeria

Udoka Stephen Otika; Oforbuike Francis Nwachukwu; Abbas Opeyemi Ogundipe

doi:10.56201/wjeds.v11.no7.2026pg1.28

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Digital Marketing Innovation and Entrepreneurial Resilience: A Conceptual Review of Sustainable SME Performance in Nigeria

Udoka Stephen Otika, Oforbuike Francis Nwachukwu, Abbas Opeyemi Ogundipe

Abstract

Small and medium-sized enterprises operate in an increasingly dynamic and digitally driven business environment characterized by technological disruptions, changing consumer preferences, and heightened competitive pressures. The purpose of this conceptual review is to critically examine the interplay between digital marketing innovation, entrepreneurial resilience, and sustainable SME performance within the Nigerian context. Specifically, the review synthesizes contemporary literature on digital marketing innovation as the principal strategic capability, entrepreneurial resilience as a critical entrepreneurial competence, and sustainable SME performance as the desired organizational outcome. The study adopts a desk-review methodology by critically analyzing scholarly publications obtained from Scopus, Web of Science, Google Scholar, ResearchGate, Emerald, Elsevier, Springer, Taylor & Francis, and relevant reports published predominantly between 2020 and 2026. Evidence from the reviewed literature suggests that digital marketing innovation enhances firms' market responsiveness, customer engagement, innovation capability, and strategic adaptability, while entrepreneurial resilience strengthens the ability of SMEs to withstand environmental shocks, exploit emerging opportunities, and achieve sustainable competitive performance (Noer et al., 2025; Elkhoudary et al., 2026). The review proposes a conceptual framework illustrating the relationships among the study variables and identifies contextual, conceptual, and methodological gaps in the existing literature, particularly within developing economies. The study contributes to entrepreneurship scholarship by integrating digital marketing and resilience perspectives into a unified conceptual model and provides useful implications for entrepreneurs, policymakers, and SME development agencies seeking to strengthen enterprise sustainability in Nigeria.

Keywords

Digital marketing innovationentrepreneurial resiliencesustainable performanceSMEsentrepreneurshipNigeria.

References

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Digital Marketing Innovation and Entrepreneurial Resilience: A Conceptual Review of Sustainable SME Performance in Nigeria

Abstract

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