| Autor: |
Zghurska, Oksana, Fedorchenko, Andriy, Larina, Yaroslava, Yerankin, Oleksandr, Dyma, Oleksandr, Avramchuk, Lidia |
| Předmět: |
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| Zdroj: |
Journal of Hygienic Engineering & Design; 2023, Vol. 44, p75-81, 7p |
| Abstrakt: |
The theoretical and methodological research presented in the scientific paper is to define and rationale of an optimal approaches and tools of digital marketing in the agricultural industry in the context of dynamic acceleration of modern society's globalization and digitization processes. The purpose of the research is to define the role of using digital marketing tools for the agriculture development which includes a wide range of digital communication tools for providing the target audience with commercial information using modern information and digital technologies, while providing enterprises with wide opportunities for effectively focus its communication channels, conduct operational analysis market conditions and establish feedback with consumers. In research have been conducted an electronic survey (interviewed 120 farmers) in agricultural sector from Kyiv region of Ukraine according to the following main criteria: the main features of the socio-demographic profile of the respondents, the awareness level of digital marketing methods among farmers, the impact of digital marketing in agricultural sector in order to identify the farmers and dealers' views, awareness level and positive, negative impact of implementing and using of digital marketing tools in agricultural sector. The use of the statistical method (Chi-square test) based on the use of representative sample observation helped to synthesize a reliable information database for analytical calculations. The method of generalization and synthesis created an opportunity to accumulate the entire range of scientific results obtained into a single concept that reflects the relevance of the topic, to identify the key directions of development, goals, objectives and features of the adaptation of tools and methods of digitalization in the activities of the enterprises of the agro-industrial complex. The method of analytical diagnostics enabled to conduct research on the main indicators and coefficients characterizing the level of coverage and intensity of the use of digital marketing technologies in the national agricultural sector. The main aspect of the results approved that almost half of the respondents were shown that complex of instrument and methods of digital marketing plays crucial role, especially in war period. It helpful to the farmers to increase the selling price and reduce the marketing cost of their products. Many young farmers are ready to adopt digital marketing. Central and state governments conduct awareness campaigns about digital marketing to farmers and make a policy towards the sustainable digital agricultural market development. The results of the conducted research in the direction of diagnostics of the processes of digital transformation of the national agricultural complex in order to substantiate the actualization of using and implementing the digital marketing tools and methods by farmers lead to the conclusion that using the technologies of digital marketing is a key factor for improving the efficiency of national agricultural production in order to increase their amount sales and its promotion not only physically but also in online environment, as well as a key success factor for achieving a high level of competitive advantages both in domestic and foreign markets. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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