Antecedents of E-Marketing of Agriculture Products in This Digital Era

Abstract

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.