STUDY ON THE EFFECTIVENESS OF DIGITAL MARKETING STRATEGIES IN PROMOTING LOCAL AGRI-FOOD PRODUCTS

Ioana-Alexandra Micula, Claudia Vușca, Anca-Iulia Dudaș-Gălășel

Abstract


Digital marketing strategies have proven to be highly effective in promoting
local agri-food products by increasing visibility, expanding market coverage and encouraging consumer engagement. These strategies use various digital tools and platforms to directly connect manufacturers with consumers, bypassing traditional distribution channels. The integration of digital marketing in the agricultural sector not only stimulates competitiveness, but also empowers local producers to adapt to the digital economy. The following sections detail the key aspects of these strategies. The integration of digital marketing in the agricultural sector is not only an economic opportunity, but also a step towards sustainability and resilience. This allows small producers to compete with big brands, promote traditional products and help preserve local food heritage in the digital age.


Keywords


digital marketing; online promoting; local agri-food products; agroturism

Full Text:

PDF

References


ANDREGHETTO A., ROSSI G., 2025, Digital strategies for promoting PDO and PGI agricultural products: A Southern European assessment, Sustainability, 17(11), p.4958.

CHAFFEY D., ELLIS-CHADWICK F. ,2022, Digital Marketing: Strategy,

Implementation and Practice, Pearson.

CHARATSARI C., LIOUTAS E., 2024, Going short and going digital: How do consumers view digitalization of short food supply chains?, Sustainability, 16(24), p.11241.

EUROPEAN COMMISSION, 2024, Smart Villages and Digital Transition in Rural Areas.

FAO, 2023, Digital Agriculture: Innovation for Sustainable Food Systems. Rome: Food and Agriculture Organization.

GIAMPIETRI E., VERNEAU F., 2020, Analysing farmers’ intention to adopt web marketing under a TOE perspective, Agricultural Economics Review, 21(2), p. 23–38.

HERZIG J., MÜLLER S., 2025, Determinants of consumer behavior in short food supply chains: A systematic review, Agriculture & Food Economics, 13(2), p. 55–72.

IONESCU M., POPA D., 2024, Agricultural marketing strategies in the digital era: Improving competitiveness of local products, Research Gate Working Paper Series, 7, p. 1–14.

JUNG J., 2023, Social media quantification and digital listening for local food: A methodological approach, Journal of Digital Agriculture, 2(1), p. 10–19.

JUNG J., MILLER P., 2022, Quantifying ‘local food’ online and on social media in the United States, Agriculture & Food Security, 11(4), p. 212–225.

KANELLOS N., XANTHOPOULOS A., 2024, Digital marketing strategies and profitability in the agri-food industry: Resource efficiency and value chains, Sustainability, 16(14), p. 5889.

KOTLER P., KELLER K. L., 2016. Marketing Management. Pearson Education.

MICULA ALEXANDRA, LUCA DELIA, DUDAȘ GĂLĂȘESCU ANCA IULIA,

, A strategic compartive analysis of online marketing growth, The international sciientific symposium dedicated to students and young researchers.

NURAINI S., 2024, The impact of e-commerce on digital farmers’ vegetable sales in Jakarta metropolitan area, Conference Proceedings on Agri-Digital Transformation, p. 33–40.

PASCUAL J., GARCÍA M., 2019, Short food supply chains from a social media marketing perspective: A consumer-oriented study in Spain, New Medit, 18(4), p. 45–54.

PETRESCU A., 2025, Suitability and tendencies of small-scale agricultural producers toward e-commerce: Evidence from a developing country, New Medit, 19(2), p.65–73.

POPESCU A., 2021, Digitalizarea agriculturii în România – provocări și

oportunități, Revista Economie Rurală, 4, p. 45–52.

SADELI A. H., RAHMAWATI I., 2023, Consumers’ purchase behavior in short food supply chains and social commerce, Sustainability, 15(6), p. 5123–5139.


Refbacks

  • There are currently no refbacks.


Copyright (c) 2026 Ioana Alexandra Micula

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

LUCRĂRI ȘTIINȚIFICE MANAGEMENT AGRICOL

ISSN print 1453-1410
ISSN online 2069-2307
(former ISSN 1453-1410, E-ISSN 2069-2307)

PUBLISHER: AGROPRINT Timisoara, Romania
PAPER ACCESS: Full text articles available for free
FREQUENCY: Annual
PUBLICATION LANGUAGE: English

______________________________________________________________________________________________

Banat`s University of Agricultural Sciences and Veterinary Medicine “King Michael I of Romania” from Timisoara
Faculty of Management and Rural Tourism
300645, Timisoara, Calea Aradului 119, Romania

E-mail: tabitaadamov2003 [at] yahoo.com
Phone: +40-256-277439, Fax.: +40-256-277031