Purpose: This study explores the relevance of social capital resources generated through networks to address the marketing challenges of startups. It looks into the marketing issues faced by startup firms in emerging markets and examines how they leverage their social capital to reach out to...

Purpose: This study aims to analyze the available literature on the use of digital marketing in a business-to-business (B2B) context. It identifies gaps in the current research knowledge and proposes a research agenda for scholars and practitioners. Design/methodology/approach: A systematic...