Antecedents of E-Marketing of Agriculture Products in This Digital Era: An Empirical Study

被引：0
作者：
Ahmed, K. A. Asraar [1 ]
Sahu, Anoop Kumar [2 ]
Sahu, Atul Kumar [2 ]
Sahu, Nitin Kumar [2 ]
机构：
[1] VIT AP Univ, VIT AP Sch Business, Amaravati Campus, Amaravati, Andhra Pradesh, India
[2] Guru Ghasidas Vishwavidyalaya, Sch Studies Engn & Technol, Dept Ind & Prod Engn, Bilaspur, Chhattisgarh, India
来源：
INTERNATIONAL JOURNAL OF TECHNOLOGY AND HUMAN INTERACTION | 2022年 / 18卷 / 07期
关键词：
Affiliate Marketing; Agricultural Products; Digital Workforce; E-Mail Marketing; Search Engine Optimization; Social Media Marketing; MODERATING ROLE; FOOD; MANAGEMENT; IMPACT; MIX; COMMUNICATION; CAPABILITIES; FRAMEWORK; BEHAVIOR; WEB;
D O I：
10.4018/IJTHI.306228
中图分类号：
G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];
学科分类号：
1205 ; 120501 ;
摘要：
Agriculture is the backbone of the Indian economy. The majority of the citizens of this country are dependent upon the agricultural supply chain for the livelihood. This study shows the role of the workforce in this digital era for the e-marketing of agriculture products. E-marketing platforms (i.e., search engine optimization, affiliate marketing, social media marketing, and e-mail marketing) help digital marketers to track and analyze the dynamic and complex buying behavior of consumers. Structural equation modelling is used to test the framework for the e-marketing of agriculture products. The developed model can enhance the capability of workforce in this digital era for developing an effective e-marketing strategy for agriculture products.
引用
收藏
页码：28 / 28
页数：1
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