| dc.description.abstract | Small and medium-sized enterprises (SMEs) in the textile industry often face significant
challenges in adopting effective digital marketing strategies due to limited access to
technology and resources. This study seeks to address these gaps by analysing customer
buying behaviour to propose actionable strategies. Through a PRISMA-based systematic
review of existing literature, the findings highlight that location-based advertising and
special discounts are highly effective in enabling SMEs to retain customers and foster
loyalty. A deeper understanding of customer behaviour equips SMEs with the ability to
design tailored marketing strategies, ensuring relevance to their target audience. Such
strategies not only enhance business survival and continuity in the digital marketplace
but also strengthen competitiveness and promote long-term sustainability. The insights
provided by this research offer valuable implications for SMEs seeking to overcome
barriers, establish a strong market presence, and achieve sustainable development in
an increasingly dynamic digital environment. | en_US |
