Challenges in mapping the digital landscape: A comprehensive bibliometric analysis of digital marketing in agriculture sector

This study uses bibliometric analysis to review and examine the prospects and obstacles of digital marketing in the agriculture sector, highlighting emerging trends and identifying key challenges. The data was collected from Scopus. Overall, 78 articles are considered for bibliometric analysis. The analysis encompasses a comprehensive review of academic publications, focusing on the adoption and impact of digital marketing tools such as social media, email marketing, and mobile applications. Findings reveal significant opportunities for expanding market reach, enhancing customer engagement, and increasing cost-effectiveness. However, the review also identifies substantial barriers, including the digital divide, resistance to technological adoption, and privacy concerns. To stimulate innovation and improve outcomes for farmers globally, the report emphasizes the need for continued research on the integration of these technologies in diverse agricultural contexts. This study underscores the importance of addressing these challenges through targeted education, improved infrastructure, and robust data protection measures. By providing a nuanced understanding of the current landscape, this review offers valuable insights for policymakers, researchers, and practitioners aiming to leverage digital marketing for the growth and sustainability of the agriculture sector. According to the report, the integration of digital technology (adoption of digital tools by smallholder farmers), the impact of social media, and the consequences of digital marketing on the supply chains of agriculture are the primary topics discussed. The review highlights the significance of present challenges to fully utilize the advantages of digital marketing and promote long-lasting growth in the agriculture sector. This study thoroughly comprehends the changing digital marketing trends in agriculture by analyzing existing literature. It also highlights potential areas for future research.