Digital Marketing Strategies and Consumer Engagement in Organic Agro Products: An Empirical Study from Bangalore

Abstract

This study examines the factors influencing digital marketing adoption and the effectiveness of promotional strategies among organic agro producers in Bangalore. Data were collected from 220 respondents through a structured questionnaire covering demographics, adoption factors (technological readiness, internet accessibility, logistics integration, consumer digital awareness, and managerial competence), and digital marketing strategies (social media, influencer collaborations, e-commerce, email campaigns, content marketing, and online events). Reliability and validity analyses confirmed strong internal consistency, while confirmatory factor analysis (CFA) demonstrated convergent validity across constructs. Structural Equation Modelling (SEM) results revealed that all five adoption factors significantly influenced digital marketing adoption, with consumer digital awareness exerting the strongest effect. Similarly, all six strategies significantly enhanced consumer engagement, with e-commerce presence and content marketing being most impactful. These findings validate both hypotheses, highlighting digital readiness and strategic innovation as essential drivers of competitiveness in the organic agro sector.