| Author | Topic | Findings | Gap |
| | Factors Influencing E-marketing Adoption by SMEs in Ghana’s Tourism Industry | The study found that perceived usefulness, ease of use, compatibility, and the trialability of e-marketing are the main influencers of e-marketing adoption. | The study did not investigate the impact of external pressures such as competition and government policies on e-marketing adoption |
| | Digital marketing adoption among smes in Jordan: A mixed-method approach | lack of human skills, awareness of what digital marketing and technological tools that drives digital marketing were found to be the dominant factors to adopt digital marketing among SMEs companies in Jordan. | The study did not adopt any technology adoption model in its conceptual framework |
| | Factors affecting E-Marketing adoption and implementation in tourism firms: An empirical investigation of Egyptian small tourism organisations | The study found that the adoption of e-marketing in the tourism industry in Egypt is influenced by organizational readiness, resource availability and other internal factors. | The study did not examine the impact of factors such as perceived usefulness and compatibility of e-marketing |
| | Determinants of e-marketing adoption by small and medium enterprises in African countries | The study found that the main factors influencing the adoption of e-marketing by SMEs access to technology and limited financial resources. | The study did not examine the impact of other factors such as the level of education and training of employees and the role of government policies in supporting e-marketing adoption by SMEs |