Building MSME Business Resilience: The Strategic Role Of Digital Platform Utilization In Marketing And Financial Integration
The Strategic Role of Digital Platform Utilization in Marketing and Financial Integration
Abstract
This article examines how micro, small, and medium enterprises (MSMEs) can strengthen business resilience through the strategic utilization of digital platforms that integrate marketing and financial functions. The review was designed as an integrative literature study of peer-reviewed articles published between 2021 and 2025, with priority given to studies that contain a valid DOI and address at least one of the following constructs: SME resilience, digital transformation, digital platform capability, digital marketing, digital finance, digital payment, and financial performance. The synthesis indicates that digital platforms do not automatically produce resilience. Their contribution becomes strategic when MSMEs transform platform use from a promotional tool into an integrated managerial infrastructure. In marketing, platforms expand market reach, support customer engagement, improve segmentation, and generate behavioral data. In finance, digital payment systems, e-ledgers, fintech access, and digital financial literacy improve transaction efficiency, cash-flow visibility, and financing readiness. The strongest resilience effect emerges when marketing data and financial data are connected, allowing MSMEs to make faster decisions, detect demand changes, stabilize liquidity, and reconfigure business models during disruption. The article proposes a conceptual integration model in which digital platform utilization strengthens marketing capability and financial capability, which jointly support dynamic capabilities and business resilience. The review also highlights barriers related to digital skills, cybersecurity, platform dependency, uneven infrastructure, and limited strategic alignment.
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