A SYSTEMATIC REVIEW OF DIGITALIZATION AND ENTREPRENEURIAL PERFORMANCE

Abstract

Prior research on digitalization and entrepreneurial performance has employed diverse contexts and theoretical frameworks to examine how social media and related tools contribute to the adoption of digitalization. However, there remains a need for a comprehensive systematic review to identify common areas of focus, methodologies, variables, and future research directions. Using the Population, Intervention, Comparison, Outcomes, and Context (PICOC) framework, this systematic literature review synthesizes findings from 24 studies published between 2017 and 2022 across nine databases. The review shows that digitalization has been widely adopted for marketing, consumer networking, customer engagement, opportunity recognition, digital literacy, and overall business growth in different contexts. Most studies relied on quantitative and qualitative approaches, while only a few used mixed-method or action research designs, highlighting a methodological gap. Moreover, the effects of digitalization on the startups and performance outcomes of undergraduate entrepreneurs remain underexplored, particularly in developing countries. The findings suggest that young entrepreneurs are increasingly adopting digitalization, yet their challenges and performance outcomes require deeper investigation. This review contributes a synthesized understanding and offers actionable directions to support undergraduate entrepreneurs’ digital journeys.