Resource-Advantage Theory in Digital Marketing Capabilities: A Systematic Literature Review and Future Research

Yose Andri; Vidyarini Dwita; Abror Abror; Yunia Wardi

doi:10.55681/economina.v5i5.2051

Authors

Yose Andri Universitas Negari Padang
Vidyarini Dwita Universitas Negeri Padang, Indonesia
Abror Abror Universitas Negeri Padang, Indonesia
Yunia Wardi Universitas Negeri Padang, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i5.2051

Keywords:

Resource-Advantage Theory; Digital marketing capabilities; Competitive advantage; Business performance;

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.

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