Mehdi Simchi - Faculty of Entrepreneurship, University of Tehran, Iran
Behrouz Amini - Faculty of Entrepreneurship, University of Tehran, Iran

Digital marketing has become an essential part of online businesses in Iran, offering numerous opportunities for growth and innovation. However, the adoption of digital marketing strategies in Iran has faced various barriers, such as cultural and regulatory issues, lack of infrastructure, and limited resources. This review article aims to provide a comprehensive overview of the existing literature on the barriers to innovative digital marketing in online businesses in Iran. We have analyzed and synthesized ۴۲ relevant articles to identify the key barriers and challenges faced by Iranian businesses in adopting digital marketing strategies. Our findings suggest that the lack of infrastructure, cultural and technological barriers, regulatory issues are the major obstacles to innovative digital marketing adoption in Iran. Additionally, limited resources, lack of awareness, and perceived risks also hinder the adoption of digital marketing strategies in Iranian businesses. Finally, we provide recommendations for overcoming these barriers and fostering the adoption of innovative digital marketing strategies in Iranian businesses.

Digital Marketing, Online Businesses, Iran, Innovation, Barriers.