Affiliations:
Department of Business Administration, College of Business, University of Bisha, Bisha 61922, Saudi Arabia
This study investigates the role of digital marketing strategies in improving market access and consumer awareness among producers in Egypt’s black honey (molasses honey) sector. With market dynamics and consumer behavior increasingly shaped by digital transformation, understanding these relationships is critical for the agricultural industry. Data were collected through surveys of 50 stakeholders from 13 molasses honey companies using purposive sampling to include marketing managers, production supervisors, and quality assurance officers. Multiple regression analysis was used to explore the relationships between digital marketing strategies, regulatory compliance, and stakeholder collaboration (independent variables) and market access (dependent variable). The results showed that digital marketing strategies significantly enhanced market access (coefficient = 0.35, 99% confidence level) and that consumer awareness was a strong predictor (coefficient = 0.28, 95% confidence level). Regulatory compliance and stakeholder collaboration also had positive effects, with regulatory compliance approaching significance (p = 0.080). Mediation analysis confirmed that both regulatory compliance and collaboration mediated the relationship between digital marketing and market access. As one of the first studies in Egypt to explore these links in the agricultural sector, this research provides new insights into how producers can improve visibility and accessibility in competitive markets. The findings highlight the importance of investing in digital marketing initiatives and fostering collaboration to strengthen market performance. Policymakers are encouraged to support producers in building digital capabilities and promoting partnerships to enhance competitiveness and adaptability in a rapidly changing environment.
Digital marketing, Market access, Consumer awareness, Regulatory compliance, Stakeholder collaboration
https://doi.org/10.21833/ijaas.2025.08.007
Awad, A. (2025). Enhancing market access and consumer engagement through digital marketing in the agricultural sector. International Journal of Advanced and Applied Sciences, 12(8), 70–79. https://doi.org/10.21833/ijaas.2025.08.007