Mohd Arif Farhan Bin Zahari, Chee Hoo Wong, Christian Wiradendi Wolor, Usep Suhud
The rapid expansion of digitalization across Southeast Asia has reshaped how firms compete, engage consumers and contribute to national economic development. Digital marketing adaptation (DMA) has emerged as a strategic capability that enhances market visibility, customer reach and business resilience within platform-mediated markets, while consumer engagement (CE) operates as a behavioral mechanism linking digital initiatives to market outcomes. However, despite growing interest in digital transformation and sustainability agendas across the region, scholarly knowledge on how DMA and CE contribute to sustainable economic development (SED) remains fragmented. To address this gap, this study conducts a systematic literature review (SLR) guided by PRISMA 2020 to synthesize empirical and conceptual evidence from 22 peer-reviewed studies published between 2020 and 2025 within Southeast Asian contexts, with particular attention to Malaysia. The findings indicate that DMA enhances SME competitiveness, innovation capacity and digital participation, while CE strengthens consumer-based behavioral responses associated with sustainability and value co-creation. Drawing upon the Stimulus– Organism–Response (SOR) framework and Service-Dominant Logic (SDL), the review highlights CE as a pathway through which DMA may contribute to SED by supporting employment, entrepreneurship, responsible consumption and inclusive digital participation. The review identifies several gaps, including limited theoretical integration, insufficient measurement of sustainability outcomes and limited Malaysian empirical evidence linking DMA–CE–SED. The study concludes by outlining limitations and proposing a future research agenda to support theory building and policy relevance in emerging digital economies. © 2026, Success Culture Press. All rights reserved.
Faculty of Business and Communication, INTI International University, Persiaran Perdana BBN, Putra Nilai, Negeri Sembilan, Nilai, 71800, Malaysia; Faculty of Economics and Business, Universitas Negeri Jakarta, Indonesia
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