Current issue No 2/2026, June | Agris on-line Papers in Economics and Informatics

Managing Digital Marketing and E-Commerce in Agriculture Practical Cases and Trends

Hassan Ali Al-Ababneh Ibrahim Alkhaldy Ayman Hindieh Noor Ahmad Alkudierat Jameel Ahmad Khader Farah Hanna Zawaideh DOI: 10.7160/aol.2026.180201
No 2/2026, June
pp. 3 - 15

ABSTRACT

The purpose of the study is to argue modern aspects of digital marketing management and e-commerce in the agricultural sector, as well as to identify effective practices and emerging trends that contribute to increasing the competitiveness of agricultural enterprises in the conditions of digitalization of the economy. The work uses methods of comparative and statistical analysis, case studies, as well as synthesis of secondary data from open sources on the development and functioning of digital marketing. An analysis of practical cases of the implementation of digital marketing tools and online trading platforms in small and medium-sized agricultural enterprises in various regions of the world was carried out. Attention to the strategy of using social networks, marketplaces, CRM systems and mobile applications in agriculture is argued. The study showed that the use of digital promotion and sales channels allows farmers and agricultural companies to expand the market, minimize the costs of intermediaries and build direct interaction with the end consumer. Structured positive examples of sales growth after the integration of digital solutions, such as SEO promotion, contextual advertising, e-mail and messenger marketing. In addition, the main barriers to digitization in the agricultural sector are identified and argued: lack of IT skills, weak infrastructure and limited access to investments. The scientific novelty consists in the systematization of disparate data on the use of digital marketing in agriculture and the formalization of a model of successful digital transformation of agribusiness. The work offers a classification of digital promotion strategies depending on the type of production, business scale and target audience. Research results can be used by agrarian entrepreneurs, consultants and government bodies when developing programs to support the digital transformation of the agricultural sector. The proposed recommendations make it possible to adapt best practices to local conditions and increase the effectiveness of marketing campaigns in agriculture.

KEYWORDS

Digital transformation, agribusiness, marketing strategies, agricultural

VIEW MORE PDF (.pdf, 4.3 MB)

The Mediating Role of Sustainability in the Relationship Between Digital Innovation And Environmental Performance Improvement: An Applied Study in the Jordanian Industrial Sector

Rowaida Al-Aqrabawi Khaled Khalaf Alafi Bader Ismaeel DOI: 10.7160/aol.2026.180202
No 2/2026, June
pp. 17 - 32

ABSTRACT

This study investigates how digital innovation (DI) enhances environmental-performance improvement (EPI) in the Jordanian industrial sector and whether this relationship is channelled through sustainability (SUS). A structured questionnaire was administered to managers in large and medium-sized manufacturing firms, and the data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results show that DI exerts a significant positive effect on both SUS and EPI, while SUS itself has a direct positive impact on EPI; moreover, sustainability partially mediates the DI → EPI pathway, confirming that technological upgrades yield meaningful ecological gains only when embedded in explicit sustainability programmes. The model explains 44 % of the variance in SUS and 46.7 % in EPI, indicating substantial explanatory power. These findings underline the strategic necessity of integrating ESG principles into digital-transformation roadmaps: real-time data capture and analytics equip firms to anticipate environmental risks, while sustainability frameworks ensure that digital tools are harnessed toward long-term economic, social and environmental objectives. By coupling digital innovation with institution-wide sustainability initiatives, industrial organisations can achieve resource efficiency, bolster regulatory compliance and strengthen competitive advantage in increasingly eco-conscious markets

KEYWORDS

Digital innovation, sustainability, environmental performance, Jordanian industry, environmental management, sustainable development.

VIEW MORE PDF (.pdf, 2.29 MB)

Optimization of Water Use in Precision Agriculture Through IoT-Enabled Multi-Sensor Fusion and Machine Learning-Based Smart Irrigation Scheduling

Amritpal Kaur Devershi Pallavi Bhatt Linesh Raja DOI: 10.7160/aol.2026.180203
No 2/2026, June
pp. 33 - 45

ABSTRACT

This research presents a smart irrigation system that integrates Internet of Things (IoT) and machine learning (ML) to optimize water usage in agriculture. The system consists of a wireless sensor network that continuously monitors real-time environmental parameters such as soil moisture, temperature, humidity, wind speed, and rainfall. A Node-MCU microcontroller processes sensor data and transmits it to the Thing-Speak cloud for predictive analysis. The system follows a structured irrigation scheduling method, dynamically adjusting water distribution based on sensor feedback and environmental conditions. The proposed irrigation framework integrates an inverted U-shaped structure with a T-shaped hybrid irrigation system, enabling efficient water management through solenoid valves and sub-pipelines. This system, previously developed for sprinkler irrigation, was evaluated using machine learning models to assess its performance based on soil moisture and temperature parameters. In the present study, several machine learning algorithms, including Decision Tree, XG-Boost, Gradient Boosting, and Random Forest, were employed to predict irrigation requirements. The models consider multiple factors, such as soil moisture, rainfall, wind speed, and water availability, to forecast future irrigation demands, thereby facilitating optimal water utilization. Gradient Boosting achieved the highest accuracy (98.38%) and the lowest RMSE (0.1272), while Decision Tree and XG-Boost also performed strongly, with accuracy of 98.24% each. For controlling and monitoring the developed system, an android-based mobile application developed, allowing farmers to monitor and control irrigation remotely. The results demonstrate significant improvements in water conservation, reduced manual intervention, and enhanced crop yield. Future work will focus on refining predictive models, integrating additional environmental factors, and expanding system capabilities for broader adoption in precision agriculture.

KEYWORDS

Internet of Things, water use efficiency, water management, sensors, soil moisture monitoring, smart irrigation system.

VIEW MORE PDF (.pdf, 8.45 MB)

Cluster Analysis of Agricultural Input Imports in Colombia: An Approach Based on International Economics and Trade Agreements

Lina Mayerly Lozano-Suarez Fabian Alexander Torres-Cárdenas Rafael Rojas-Gualdrón DOI: 10.7160/aol.2026.180204
No 2/2026, June
pp. 47 - 70

ABSTRACT

This study analyzes geoeconomic patterns in Colombian imports of agricultural inputs by applying the k-means algorithm to the CIF value and gross weight complemented by an analysis of trade agreements and tariffs. The results show high dependence on a few suppliers such as Russia and the US for fertilizers and China for technology, even without preferential agreements; On the other hand, the limited effectiveness of FTAs was analysed, where tariff reduction did not generate diversification of critical suppliers; opportunities for diversification with medium-sized suppliers such as Brazil in animal feed; and the relevance of the European Union in veterinary medicines, agricultural technology, fertilizers, and seeds. The methodology integrates data from DIAN (2005-2024) and five-year analyses, showing that competitiveness in prices and logistics outweighs tariff advantages, China dominates 65% of the CIF value in technology and Russia and the United States consistently accounted for over 60% of the CIF value and gross weight of fertilizers. Regulatory, trade, and innovation policies are proposed to reduce the risk of input shortages in agri-food value chains.

KEYWORDS

Agribusiness, agricultural policy, rural development, cluster analysis, agricultural trade, import.

VIEW MORE PDF (.pdf, 6.73 MB)

International Trade in the Face of War: Agricultural Trade Relations of Ukraine and the EU Countries

Joanna Łukasiewicz Bartłomiej Bajan Karolina Pawlak DOI: 10.7160/aol.2026.180205
No 2/2026, June
pp. 71 - 86

ABSTRACT

The outbreak of war in Ukraine in 2022 significantly reshaped agricultural trade dynamics between Ukraine and the European Union (EU). The main goal of this study is to examine the factors associated with increased exports of Ukrainian agricultural products to EU countries in light of the complex situation that includes the outbreak of war, trade liberalization, and provisional trade bans. The study employs a gravity model to analyze Ukrainian imports of selected agricultural products to EU countries, using monthly data from 2020 to 2023. The Poisson Pseudo-Maximum Likelihood model with high-dimensional fixed effects is utilized. EU countries that are more geographically distant significantly increased their imports of Ukrainian agricultural products, driven by a higher market absorption capacity and robust infrastructure, challenging the traditional assumptions of gravity models. Meanwhile, Ukraine's neighboring countries played a crucial role in absorbing Ukrainian exports due to logistical advantages, regulatory support, and the suspension of tariffs. However, the main effect of trade intensification for these countries was primarily observed in the first year of the war. This study makes a novel contribution by examining the cumulative effects of distance, war, and liberalization on trade volumes, marking the first such analysis in the context of EU-Ukraine relations. The use of monthly data enables us to accurately capture short-term changes in trade, both before and after the onset of the war, offering new insights into how crises reshape trade patterns.

KEYWORDS

Gravity model, international trade, war, agriculture, Ukraine.

VIEW MORE PDF (.pdf, 2.27 MB)

Monetary Conditions and Firm Performance in Czech Agriculture: Evidence from Firm-Level Panel Data

Mansoor Maitah Michaela Urbanová Karel Malec Karel Tomšík DOI: 10.7160/aol.2026.180206
No 2/2026, June
pp. 87 - 102

ABSTRACT

The aim of this paper is to examine how monetary conditions are associated with firm performance in the Czech agricultural sector. Using a balanced panel of 167 firms observed over the effective estimation period 2016-2024, the paper estimates static firm fixed-effects models for three complementary outcomes: return on equity (ROE), year-on-year log sales growth and cash flow to assets. The objective is to assess whether tighter monetary conditions were linked to weaker profitability, slower expansion and lower internal financing capacity in the broad agricultural economy. The results indicate that higher interest rates are associated with lower ROE, weaker sales growth and lower cash flow to assets, while higher real rates are negatively associated with ROE and internal liquidity. Exchange-rate appreciation is positively associated with sales growth and cash-flow capacity, which suggests that, in this sector, the imported-input cost channel may dominate the conventional export-price competitiveness channel.

KEYWORDS

Monetary policy, interest rate, exchange rate, firm performance, agriculture, Czech Republic.

VIEW MORE PDF (.pdf, 2.53 MB)

The Role of ICT in Advancing Farmer Welfare: A Systematic Literature Review of Multidimensional Outcomes

Arif Yustian Maulana Noor Adhitya Marendra Kiloes Agustina Shinta Hartati Wahyuningtyas Wadudi Wibowo DOI: 10.7160/aol.2026.180207
No 2/2026, June
pp. 103 - 120

ABSTRACT

Existing studies on the role of Information and Communication Technology (ICT) in agriculture often reduce farmer welfare to economic outcomes, overlooking its social, psychological, and environmental dimensions. This narrow perspective limits a comprehensive understanding of how ICT contributes to rural development. To address this gap, this study systematically reviews peer-reviewed articles published between 2014 and 2024 using the PRISMA protocol. The results map the types of ICT interventions, welfare indicators, and pathways through which ICT influences farmer welfare. The findings show that ICT adoption through mobile communication, digital platforms, and internet-based services enhances not only income and productivity but also social capital, livelihood assets, and subjective well-being. These positive outcomes are more pronounced when ICT adoption is accompanied by extension services, credit access, and capacity-building programs. However, the analysis reveals that infrastructural limitations, digital illiteracy, and financial barriers hinder ICT’s full potential, especially among marginalized farmers. The evidence also shows regional imbalances, with research concentrated in a few countries, limiting generalization. By developing a conceptual framework, this review advances a multidimensional understanding of ICT’s role in improving farmer welfare. The results provide actionable insights for policymakers and development practitioners to design inclusive and context-sensitive ICT interventions for sustainable rural transformation.

KEYWORDS

Information and communication technology, ICT, farmer welfare, rural development, systematic literature review, digital agriculture, livelihood resilience.

VIEW MORE PDF (.pdf, 7.6 MB)

Monetary Policy and Food Inflation in Central Europe: Evidence from the Visegrad Countries

Adriana Novotná DOI: 10.7160/aol.2026.180208
No 2/2026, June
pp. 121 - 133

ABSTRACT

This study examines the relationship between monetary policy and food inflation in the Visegrad Group, using monthly data and applying both OLS and quantile regression methods. Because the model is estimated in first differences and includes a three-month lag of the policy rate, all results reflect short-run month-to-month dynamics of food inflation. The analysis reveals that the monetary policy rate is significantly associated with food inflation across several quantiles, with stronger effects observed during periods of higher inflation. The study also examines the roles of exchange rates, industrial and transport inflation, with a robustness check replacing transport inflation with energy prices. This adjustment confirmed the relevance of energy prices in food inflation dynamics. The results indicate that while monetary policy does affect food prices, its effectiveness depends on the level of inflation and underlying supply-side factors. Quantile regression proves to be a valuable tool in capturing these heterogeneities. These findings can support policymakers in designing more responsive and effective strategies to manage food inflation under varying economic conditions.

KEYWORDS

Visegrad group countries, food inflation, monetary policy, quantile regression, OLS.

VIEW MORE PDF (.pdf, 2.78 MB)

Landlocked: A Boon or Bane for EU Member States’ Agricultural Trade Competitiveness?

Agus Dwi Nugroho Asih Kusumaningsih Imade Yoga Prasada DOI: 10.7160/aol.2026.180209
No 2/2026, June
pp. 135 - 145

ABSTRACT

Some European countries have no sea and are close to other countries' mainlands. Trading agricultural products from different places may be difficult because of this circumstance. This study assesses EU Member States’ agricultural trade competitiveness and the impact of landlocked conditions on that competitiveness. This study analysed 27 EU countries between 2000 and 2022 using the Revealed Comparative Advantage, the Error Correction Model, and Propensity Score Matching. Landlocked conditions reduced the EU Member States' agricultural competitiveness. These findings support Diamond Porter's theory, which holds that any country must have factor conditions to generate advantages. Similarly, the New Trade theory promotes economic scale for all countries, even landlocked ones. Other factors in this study have varying impacts on the agricultural competitiveness of EU Member States.

KEYWORDS

Production, value added, capital, temperature, unemployment, politics.

VIEW MORE PDF (.pdf, 477.48 KB)

European Innovation Partnership for Agricultural Productivity and Sustainability (EIP-AGRI): Systematic Literature Review and Future Research Agenda

Jindřich Špička Josef Krause DOI: 10.7160/aol.2026.180210
No 2/2026, June
pp. 147 - 166

ABSTRACT

This systematic literature review synthesizes current knowledge on the European Innovation Partnership for Agricultural Productivity and Sustainability (EIP-AGRI) by analyzing 31 peer-reviewed studies published between 2013 and 2025. The review identifies three interconnected research directions: implementation mechanisms and governance structures, multi-actor collaboration and knowledge co-creation processes, and impact assessment. Findings reveal substantial heterogeneity in national and regional governance approaches, with critical structural barriers including horizontal and vertical fragmentation, inadequate funding, and compartmentalized implementation. The research highlights the importance of boundary-spanning actors, trust-building mechanisms, and structured facilitation in enabling effective multi-actor collaboration. Evidence suggests that EIP-AGRI contributes to sustainable agricultural innovation through enhanced knowledge exchange and network formation; however, impact assessment remains challenging due to methodological limitations and temporal constraints. The review establishes a future research agenda that emphasizes longitudinal evaluation, cross-country comparative analysis, and the potential for systemic transformation.

KEYWORDS

EIP-AGRI, agricultural innovation systems, multi-actor collaboration, operational groups, interactive innovation.

VIEW MORE PDF (.pdf, 4.74 MB)