Digital Marketing as a Strategic Tool for Promoting Agricultural Products

Abstract

In the context of the digital transformation of the economy, the agricultural sector is undergoing significant changes in the mechanisms of production, promotion, and distribution of products. Digital marketing is evolving from a communication tool into a strategic component of agribusiness development, enabling the integration of production, logistics, and market processes within agri-food systems. The aim of the article is to identify the structural and thematic patterns in the development of scientific research on digital marketing in the agricultural sector and to substantiate its role as a strategic tool for promoting agricultural products based on a bibliometric analysis. The study is based on a bibliometric analysis of scientific publications indexed in the Scopus database, using science mapping techniques, including keyword co-occurrence analysis, overlay visualization, and country citation analysis, with the application of VOSviewer software. The results reveal key thematic research clusters, their evolution over time, and the geographical distribution of scientific activity. It is shown that the research landscape is formed at the intersection of digital agriculture, e-commerce, digital platforms, and marketing communications. At the same time, a structural imbalance is identified, with a predominance of technological studies and limited attention to marketing and behavioural aspects. The findings contribute to a deeper understanding of digital marketing as an integrative element of agri-food digital ecosystems and can be used to develop effective marketing strategies in agribusiness.