Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in economic development, 
employment generation, and innovation. The increasing adoption of digital technologies has 
transformed marketing practices, making marketing a key determinant of MSME 
competitiveness and growth. This study presents a bibliometric analysis of global research on 
MSMEs and marketing using data retrieved from the Scopus database. Following the PRISMA 
framework, 728 publications published between 2000 and 2026 were analyzed using 
VOSviewer. The findings indicate a significant growth in MSME and marketing research, 
particularly after 2017, with publication output peaking in 2024 and 2025. Indonesia emerged 
as the most influential country in terms of total citations, while several developed economies 
demonstrated higher citation impact per publication. Four major research themes were 
identified: digital marketing and technology adoption, entrepreneurial orientation and 
performance. Additionally, strong international collaborations highlight the increasing 
globalization of MSME marketing research. The study provides a comprehensive overview of 
the intellectual structure and evolution of MSME marketing research and offers directions for 
future investigations.