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<p>Drawing on&#xa0;contingency theory and platform theory, this scoping review examines how supply chain structures, product characteristics, and platform features shape the adoption and effectiveness of social media marketing (SMM) in agriculture across diverse geographical and sectoral contexts. Analyzing 60 peer-reviewed studies (2019–2024), we identify significant&#xa0;geographical disparities: Asia dominates SMM research (52%), leveraging platforms like TikTok for direct consumer engagement, while Europe (28%) focuses on branded high-value sectors. North America is underrepresented (5%), reflecting strong B2B dependencies. Findings show that SMM can shorten supply chains, build consumer trust, and enhance resilience during disruptions, as seen during COVID-19 when digitally equipped farmers increased sales. However, successful adoption depends on supporting conditions, including digital infrastructure, logistics for perishables, and platform-specific strategies. Barriers persist in Africa and South America due to infrastructural gaps, and in North America due to institutional constraints. We recommend tailored interventions, including digital literacy programs, rural broadband investment, integration of SMM into B2B systems, and increased research in underrepresented regions. The review contributes to marketing analytics research by demonstrating that SMM effectiveness cannot be evaluated solely through engagement metrics but must be situated within broader market structures and operational constraints, requiring region- and product-specific analytics frameworks.</p>

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Social media marketing’s emerging role in agricultural development and rural economic transformation: a literature review

  • 期刊论文

  • 发表日期：

    2026年5月2日

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  • Ziwen Yu,
  • Adam Watson,
  • Qipeng Phil Zheng,
  • Alexander Semenov

摘要

Drawing on contingency theory and platform theory, this scoping review examines how supply chain structures, product characteristics, and platform features shape the adoption and effectiveness of social media marketing (SMM) in agriculture across diverse geographical and sectoral contexts. Analyzing 60 peer-reviewed studies (2019–2024), we identify significant geographical disparities: Asia dominates SMM research (52%), leveraging platforms like TikTok for direct consumer engagement, while Europe (28%) focuses on branded high-value sectors. North America is underrepresented (5%), reflecting strong B2B dependencies. Findings show that SMM can shorten supply chains, build consumer trust, and enhance resilience during disruptions, as seen during COVID-19 when digitally equipped farmers increased sales. However, successful adoption depends on supporting conditions, including digital infrastructure, logistics for perishables, and platform-specific strategies. Barriers persist in Africa and South America due to infrastructural gaps, and in North America due to institutional constraints. We recommend tailored interventions, including digital literacy programs, rural broadband investment, integration of SMM into B2B systems, and increased research in underrepresented regions. The review contributes to marketing analytics research by demonstrating that SMM effectiveness cannot be evaluated solely through engagement metrics but must be situated within broader market structures and operational constraints, requiring region- and product-specific analytics frameworks.