Impact of Digital Marketing on Sales Performance of Agri-Based Enterprises

Murasolimaran Muthu Adidravid; Nitin Mishra; Rashmi .; Manas Sharma

doi:10.36948/ijfmr.2026.v08i01.68937

Impact of Digital Marketing on Sales Performance of Agri-Based Enterprises

Author(s)	Mr. Murasolimaran Muthu Adidravid, Mr. Nitin Mishra, Ms. Rashmi ., Mr. Manas Sharma
Country	India
Abstract	The growth of digital technologies has dramatically changed how marketing is being conducted in every sector, including the agricultural sector. This article focuses on the empirical research involving the effects of the digital marketing on the sales activity of agri-based businesses specifically the social media marketing, online advertisement, use of online e-commerce platforms and mobile marketing communication. A quantitative cross-sectional study design was taken, and primary research data were gathered with the help of the designed questionnaires to 210 agri-based enterprises. To test the hypotheses proposed, descriptive statistics, reliability analysis, multiple regression and moderation analysis were used. The results indicate that the sales performance is greatly improved by the use of digital marketing, and social media marketing and the adoption of the e-commerce platforms have become the most powerful predictors of sales growth and market expansion. Mobile based marketing has shown to have a positive impact on customer acquisition whereas online advertising has a weak but significant impact. Moreover, digital readiness moderately affects the association between digital marketing and sales performance which means that those enterprises that are better positioned digitally have more to gain on the digital marketing programs. The research also adds empirical data to an ever-expanding body of empirical research on the topic of digital transformation in agribusiness and offers managerial implications to agri-based firms aiming to enhance competitiveness with respect to digital marketing activities. These findings can also be used by policymakers and development agencies to develop training and other infrastructural programs that can assist the adoption of digital in agricultural markets.
Keywords	Digital marketing; Sales performance; Agri-based enterprises; Social media marketing
Field	Business Administration
Published In	Volume 8, Issue 1, January-February 2026
Published On	2026-02-13
DOI	https://doi.org/10.36948/ijfmr.2026.v08i01.68937

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Impact of Digital Marketing on Sales Performance of Agri-Based Enterprises

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