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All Journal JURNAL ECONOMINA
Yose Andri
Universitas Negari Padang
Economics, Econometrics & Finance

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Resource-Advantage Theory in Digital Marketing Capabilities: A Systematic Literature Review and Future Research Yose Andri; Vidyarini Dwita; Abror Abror; Yunia Wardi
JURNAL ECONOMINA Vol. 5 No. 5 (2026): JURNAL ECONOMINA, Mei 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/economina.v5i5.2051

Abstract

This article aims to analyze how the literature on digital marketing capabilities explains competitive advantage and to assess the extent to which Resource-Advantage Theory can be used as an integrative lens for understanding the relationships among resources, capabilities, and market outcomes. This study employs a systematic literature review approach following the PRISMA. The review was conducted through descriptive bibliometric analysis and keyword mapping using VOSviewer, based on metadata and abstracts. The findings show a significant increase in publications in 2024-2025, with dominant themes including digital marketing, competitive advantage, business performance, social media, big data/AI, data governance, marketing agility, customer experience, and sustainability. The review also confirms that the resource-based view and dynamic capabilities are the dominant theoretical foundations, whereas Resource-Advantage Theory has not yet been used explicitly. Accordingly, this study proposes a Resource-Advantage process model and a future research agenda that emphasizes innovation, trust, data governance, and sustainability.
Co-Authors Abror Abror Vidyarini Dwita Yunia Wardi