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

Document Type : Research Paper

Authors

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

Abstract

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.

Keywords

References

  1. Alavion, S. J., Menhaj, M. H., & Allahyari, M. S. (2012). Feasibility study of electronic marketing of rice in Rasht Township. Agricultural Extension and Education Research, 5 (1), 69-83. (In Farsi)
  2. Ayush, G., Gowda, R. & Rakshith Gowda, K. M. (2020). A Study on Impact of Covid-19 on Digital Marketing. Conference: Impact of COVID 19 on various areas of global Economy, science and humanities. Gondwana University, gadcchiroli, Maharashtra, India.
  3. Balarabe, U. B. (2020). Survey on the Usage of What app and Instagram social media as Advertisement Tools. South Asian Academic Research Journals, 10(4), 226-232.
  4. Balkrishna, B. B. & Deshmukh, A. A. (2017). A Study on Role of Social Media in Agriculture Marketing and its Scope. Global Journal of Management and Business Research: E Marketing. 17 (1), 32-36.
  5. Barbour, R. S. (2001). Checklists for improving rigour in qualitative research: A case of the tail wagging the dog? British Medical Journal, 233, 1115–1117. 
  6. El Junusi, R. (2020). Digital Marketing During the Pandemic Period; A Study of Islamic Perspective. Journal of Digital Marketing and Halal Industry, 2(1), 15-28.
  7. Eze, S. C., Chinedu-Eze, V. C. A., Okike, C. K., & Bello, A. O. (2020). Critical factors influencing the adoption of digital marketing devices by service-oriented micro-businesses in Nigeria: A thematic analysis approach. Humanities & Social Science Communications. 7(1), 90-103.
  8. Farshadgohar, N., Pashotanizadeh, H. & Rezaee, E. (2017). Prioritize the factors affecting marketing in digital businesses. The Second International Conference and the Fourth National Conference on Management Research and Humanities in Iran, Tehran. https://civilica.com/doc/714050 (In Farsi)
  9. Geravandi, Sh., Karamifard, F. (2021). Analyzing Impact Components’ digital empowering on Intelligence Business Case study: Management of Dairy farms in Kermanshah City-Iran. Journal of Agricultural Economics and Development Research. In press. (In Farsi)
  10. Giampietri, E. & Trestini, S. (2020). Analyzing Farmers’ Intention to Adopt web Marketing under a Technology-Organization-Environment Perspective: A case study in Italy. Agricultural Economics – Czech, 66 (5), 226–233.
  11. Haji Hosseini, E., Sanavi fard, R., & Hamidi zadeh, A. (2021). Identifying the antecedents and Consequences of Digital Content Marketing Using the Grounded theory model (Case Study: Instagram Bloggers). Journal of Information Processing and Management. 37 (1), 509-536 (In Farsi)
  12. Heidari nezhad, S., Mozafari, S. A. A., & Mohagher, A. (2004). Determining and explaining the performance evaluation indicators of colleges and departments of physical education and sports sciences. Journal of Movement Science and Sports, 1 (4), 31-46.
  13. Jafari & Hosseini Aboali. (2017). Investigating the moderating role of demographic variables on perceived e-commerce risks in Iran's agricultural sector. Journal of Agricultural Economics and Development Research. 2-48 (3), 379-389. (In Farsi)
  14. Khaleghi, A., Moeini, H., & Jami Pour, M. (2019). Identifying and Ranking the Challenges and Opportunities of Social Media Marketing. Journal of New Marketing Research, 9 (1), 69-88.
  15. Kiani, E., Noorollah Noori vandi, A., & Omani, A. (2020). Requirements for the development of e-commerce in rural cooperatives in Khuzestan province. Journal Space Economy & Rural Development, 9 (1), 219-240.
  16. Minculete, Gh. & Olar, P. (2018). Approaches to the modern concept of digital marketing. International conference knowledge –based organization. XXIV(2): 63-69.
  17. Moradi Kafraj, M., Mohammadi, D. & Moradian, E. (2012). An Investigation of the Marketing Educational Needs of Beekeepers in Lorestan Province. Journal of Agricultural Economics and Development Research. 43 (2), 301-307. (In Farsi)
  18. Moradi, A. & Mohammadi far, N. (2020). The role of social networks in the formation of social phobia and lifestyle changes caused by the corona virus. Journal of Social Order. 12(2): 123-148. (In Farsi)
  19. Movahedi, R. (2015). Starting-up Agricultural E-Businesses. Journal of Entrepreneurship in Agriculture, 2 (3), 23-42. (In Farsi)
  20. Najafi Alamdarloo, H. & Monam, M. J. (2019). Corona and Agricultural. Journal of Science and Technology Studies. 7(3): 54-68. (In Farsi)
  21. Nasiri, B., Bakhshi, B. & Hashemi, S. M. (2012). The importance of media literacy education in the 21st century. Media Studies. 7 (18), 149-158. (In Farsi)
  22. Noori, R., Abobi Ardakani, M., Asfidani, H. & Fathi, S. (2010). Applications of e-commerce. Iran: Institute of Business Studies and Research. P. 224. (In Farsi)
  23. Nozari, N., Rahimi badr, B., & Saidani, H. (2012). The Impact of Digital Commerce on Agricultural Marketing. Food and Agriculture Knowledge. 95, 23-28. (In Farsi)
  24. Parliamentary Research Center. (2020). Corona effects in villages. 3, 11-34.Serial number 25016974. (In Farsi)
  25. Sahoo, A. K. & D. K. Meena, D. (2020). Prospects of Direct marketing through Agricultural Market Reform in India. Food and security Reports. 1-7: 60-63.
  26. Sardari Kavkani, M., Aghamohammadi, H. (2018). E-marketing and its impact on the sale of agricultural products in West Azerbaijan province, Fourth International Symposium on Management Sciences. https://civilica.com/doc/802148 (In Farsi)
  27. Sathya, P. (2017), ‘A Study on Digital Marketing and its Impact’, International Journal of Science and Research (IJSR), 6(2): 88-101.
  28. Sayyida, S., Hartini, S., Gunawan, S. & Nur Husin, S. (2021). The Impact of the Covid-19 Pandemic on Retail Consumer Behavior. Aptisi Transactions on Management (ATM) 5(1):79-88.
  29. Shakoori, M. & Mohammadi, M. (2018). Modeling Factors Affecting Digital Marketing Performance. Advertising and Marketing. 13, 12-19. (In Farsi)
  30. Tinto, T. & Kamal CH, R. (2019). A Study on Problems and Factors in fluencing online Shopping among Rural Youth. Journal of the Gujarat Research Society. 21(9): 226-234
  31. Tavazoeifar, A., Sheihaki Tash, M., & Keshavarz, S. (2020). Identification of Effective Propellants on Digital Entrepreneurship in Small and Medium Businesses with Meta- Synthesis Approach. Journal of Science and Technology Policy Letters, 9 (3), 61-72. (In Farsi) 
  32. Wang, X. & Zhang, J. (2020). Factors Influencing Chinese Online Shopping Distributions of Fresh Agricultural Products. Journal of Distribution Science, 18-10, 53-64. 
  33. Wu, W-W. & Lee, Y-T. (2007). Developing global managers’ competencies using the fuzzy DEMATEL method. Expert Systems with Applications. 32: 499-507.
Iranian Journal of Agricultural Economics and Development Research
Volume 53, Issue 2
June 2022
Pages 385-398

Files

Share

How to cite

Statistics