Digital marketing and communication strategies of agri-food enterprises on social media platforms
| dc.contributor.author | Konoplyannikova, M. | |
| dc.contributor.author | Radkevych, L. | |
| dc.contributor.author | Netreba, M. | |
| dc.contributor.author | Bilan, M. | |
| dc.contributor.author | Lorvi, I. | |
| dc.contributor.author | Nahorna, O. | |
| dc.date.accessioned | 2024-04-24T09:37:15Z | |
| dc.date.available | 2024-04-24T09:37:15Z | |
| dc.date.issued | 2024 | |
| dc.description | Received: January 22nd, 2024 ; Accepted: April 8th, 2024 ; Published: April 16th, 2024 ; Correspondence: konoplianna@ukr.net | eng |
| dc.description.abstract | This article explores the dynamic evolution of digital marketing and communication strategies within agricultural enterprises across diverse social media platforms amidst the industry's ongoing transformation. Employing a comprehensive approach, including detailed case studies and a mix of quantitative and qualitative analyses, the study investigates how these strategies enhance online presence, stakeholder engagement, and overarching marketing goals. Utilizing an advanced econometric model, the research uncovers statistical relationships, revealing the quantitative impact of digital marketing and social media on revenue generation for agricultural enterprises. The results highlight the effectiveness of a nuanced blend of content marketing, community building, and targeted advertising in boosting visibility and engagement. Beyond statistics, the study identifies key propositions for optimizing digital strategies in agriculture, emphasizing tailored content, data analytics, and the integration of emerging technologies. By scrutinizing the dynamic interplay between digital marketing and communication dynamics within the agricultural landscape, the research contributes theoretical insights and practical recommendations. Serving as a guiding compass for stakeholders, policymakers, and researchers, the study offers a roadmap for leveraging the transformative potential of digital strategies in the evolving agricultural industry. This research provides valuable guidance for stakeholders aiming to harness the synergies between digital marketing and communication strategies, ensuring a holistic approach to navigating the complexities of the digital landscape within the agricultural sector. | eng |
| dc.identifier.issn | 2228-4907 | |
| dc.identifier.publication | Agronomy Research, 2024, vol. 22, Special Issue 1, pp. 444–463 | eng |
| dc.identifier.uri | http://hdl.handle.net/10492/8891 | |
| dc.identifier.uri | https://doi.org/10.15159/ar.24.020 | |
| dc.publisher | Estonian University of Life Sciences | eng |
| dc.rights | Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) | eng |
| dc.rights | info:eu-repo/semantics/openAccess | eng |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | |
| dc.subject | digital marketing | eng |
| dc.subject | agricultural sector | eng |
| dc.subject | digital transformation | eng |
| dc.subject | technological adaptation | eng |
| dc.subject | agricultural innovation | eng |
| dc.subject | articles | eng |
| dc.title | Digital marketing and communication strategies of agri-food enterprises on social media platforms | eng |
| dc.type | info:eu-repo/semantics/article | eng |
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