Digital Agricultural Marketing: Determinants of Consumer Engagement Intentions in Urmia, Iran

Abstract The importance of understanding consumer engagement with digital marketing in agriculture is highlighted by the rapid evolution of digital platforms, which are transforming traditional marketing approaches. This study investigates the factors influencing consumer intentions to engage with digital marketing of agricultural products in Urmia, Iran. Data were collected from 385 respondents through a structured questionnaire and analyzed using a logistic regression model. Results indicate that perceived usefulness, perceived ease of use, trust, information quality, and social influence positively and significantly impact engagement intentions. Demographic factors such as age (negatively), education level, and income (both positively) also play significant roles. Notably, prior online purchase experience emerged as a strong predictor of engagement intention, while price sensitivity showed a marginally significant negative effect. The study contributes to the literature by providing empirical evidence from a developing country context and offering a comprehensive model for understanding consumer behavior in digital agricultural marketing. Implications for marketers include developing user-friendly platforms, prioritizing trust-building mechanisms, and tailoring strategies to different demographic segments.