Identification and analysis of factors affecting the development of digital marketing of agricultural products, using fuzzy Delphi

Document Type : Research Paper


1 M. Sc Student of Rural Development, Department of Agricultural Extension and education, College of Agriculture, Razi University, Kermanshah, Iran

2 Assistant Professor, Department of Agricultural Extension and education, College of Agriculture, Razi University, Kermanshah, Iran


Today, digital marketing has created a dramatic upward trend in business relationships. Prevalence of coronary disease increased this trend and inevitably, the exchange of many goods, including agricultural products, done electronically. The purpose of this mixed-method research (qualitative-quantitative) is to identify and analyze the factors affecting the digital marketing development of agricultural products in Kermanshah province. The study population consisted of experts, stakeholders and producers in the agricultural sector who are active in the field of digital marketing (29 people). Data were collected using a semi-structured interview and a questionnaire. In order to analyze data, content analysis and fuzzy were used. Findings showed that 14 factors affect the development of digital marketing that the first to third priorities are: training and improving the digital marketing environment, providing the necessary facilities and infrastructure and developing legal frameworks. The findings of this study can provide appropriate solutions for the development of digital marketing management of agricultural products.


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