Os impactos das estratégias de marketing digital: uma revisão sistemática comparativa entre organizações de pequeno e grande porte

Abstract

This study analyzes the impacts of digital strategies implemented by small and large companies on consumer behavior and financial performance. Specifically, the general objective is to compare the impacts of digital strategies carried out by small and large enterprises on consumer engagement, brand attachment, purchase intention, and financial results. Methodologically, a qualitative Systematic Literature Review (SLR) was conducted, based on the PRISMA protocol, with searches in the Web of Science and Scopus databases for articles published between 2020 and 2026. The final sample consisted of 17 articles. The results indicate that the digital maturity of companies is a determining factor for the success of their market strategies, operating as a turning point in how consumers relate to brands. Small companies leverage low- cost channels and proximity to their audience to boost consumer engagement and drive purchase intention. In contrast, large corporations utilize massive data, automation, and omnichannel strategies to sustain their financial results at scale. It is concluded that, despite resource asymmetries, both sizes achieve success by adapting digital tools to their structural realities.