IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v9y2025issue-4p813-824.html

The Moderating Role of Socio-Economic Status in Digital Marketing Adoption and Agribusiness Sustainability among Rural Youth

Author

Listed:
  • Nor Afifah Yusof

    (Faculty of Business, Economics and Accountancy, University Malaysia Sabah, Jalan UMS 88400, Kota Kinabalu, Sabah, Malaysia.)

  • Mohd Noor Hidayat Jimainal

    (Faculty of Business, Economics and Accountancy, University Malaysia Sabah, Jalan UMS 88400, Kota Kinabalu, Sabah, Malaysia.)

  • Rudy Ansar

    (Faculty of Business, Economics and Accountancy, University Malaysia Sabah, Jalan UMS 88400, Kota Kinabalu, Sabah, Malaysia.)

  • Brahim Chekima

    (Faculty of Business, Economics and Accountancy, University Malaysia Sabah, Jalan UMS 88400, Kota Kinabalu, Sabah, Malaysia.)

  • Ng Yen Phin

    (Faculty of Business, Economics and Accountancy, University Malaysia Sabah, Jalan UMS 88400, Kota Kinabalu, Sabah, Malaysia.)

  • Shalahuddin Shalahuddin

    (Department of Management, Universitas Borneo Tarakan, 1 Amal Lama Rd, Tarakan City, 77123, Indonesia)

Abstract

This conceptual paper examines the socioeconomic status (SES) moderates the use of digital marketing tools in sustainable agribusiness among rural youths. By using an integrated framework based on the Technology Acceptance Model (TAM) and the Innovation Diffusion Theory (IDT), the study examines key factors influencing digital marketing adoption. The three constructs which have been included in this study are perceived usefulness (PU), perceived ease of use (PEOU), and social influence. TAM has focused on perceived characteristics in the adoption of technologies, while the IDT model has favoured the influence of the social context and community. The combination of these models is significant in offering an overall framework for understanding the individual, social and contextual antecedents of the adoption decision-making process. This paper contributes to the literature by arguing that SES plays a critical role in the moderation of the relationship between PU, PEOU, social influence, and agribusiness sustainability. The insights presented in the paper offer a valuable recommendation for policymakers, academics and other related stakeholders in addressing SES disparities among rural youths and promoting inclusive digital adoption in agribusiness.

Suggested Citation

  • Nor Afifah Yusof & Mohd Noor Hidayat Jimainal & Rudy Ansar & Brahim Chekima & Ng Yen Phin & Shalahuddin Shalahuddin, 2025. "The Moderating Role of Socio-Economic Status in Digital Marketing Adoption and Agribusiness Sustainability among Rural Youth," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(4), pages 813-824, April.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-4:p:813-824
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-9-issue-4/813-824.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/the-moderating-role-of-socio-economic-status-in-digital-marketing-adoption-and-agribusiness-sustainability-among-rural-youth/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Francisco Navarro-Valverde & Marilena Labianca & Eugenio Cejudo-García & Stefano De Rubertis, 2022. "Social Innovation in Rural Areas of the European Union Learnings from Neo-Endogenous Development Projects in Italy and Spain," Sustainability, MDPI, vol. 14(11), pages 1-18, May.
    2. Stavros Sindakis & Gazal Showkat, 2024. "The digital revolution in India: bridging the gap in rural technology adoption," Journal of Innovation and Entrepreneurship, Springer, vol. 13(1), pages 1-28, December.
    3. Amitha Chandra & Karthikeyan C & Paul Mansingh, 2023. "The Determinants of Socio Economic Status of Farmers – A Systematic Literature Review," Review of Applied Socio-Economic Research, Pro Global Science Association, vol. 25(1), pages 138-150, June.
    4. Rui Zheng & Luis Ospina-Forero & Yu-wang Chen, 2024. "Implications of social network structures on socially influenced decision-making," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 51(1), pages 85-103, March.
    5. Guo Wu & Qinglin Peng, 2024. "Bridging the Digital Divide: Unraveling the Determinants of FinTech Adoption in Rural Communities," SAGE Open, , vol. 14(1), pages 21582440241, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Isah Yusuf Aruwa & Victor Oluwole Afolabi & Kelin Imariaikowa Obaitan & Olutayo Sunday Shokunbi & Uwalomwa Uwuigbe, 2025. "The Role of Digital Payment Solutions in Enhancing Financial Inclusion in Nigeria: A Case Study of Agency Banking and Mobile Money Operations," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(6), pages 3795-3809, June.
    2. Filomachi Spathopoulou & Konstantinos M. Pitychoutis & Jaroslaw Dydowicz, 2026. "Digital Transformation and Gender Equity in Higher Education: Insights from Algeria," Studies in Media and Communication, Redfame publishing, vol. 14(1), pages 90-102, March.
    3. Burak Özdoğan & Deniz Dirik & Aysun Kahraman, 2025. "The role of the city in the innovative software entrepreneurship ecosystem: a qualitative study," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 15(1), pages 1-27, December.
    4. Liliane Moreira Nery & Darllan Collins Silva & Débora Zumkeller Sabonaro, 2024. "Agriculture technology transfer: A multicriteria analysis for decision making," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(6), pages 15515-15533, June.
    5. Mert Abay & Sedef Akgüngör, 2024. "Technological paths and smart specialization: analysis of regional entry and exit in Turkey," Asia-Pacific Journal of Regional Science, Springer, vol. 8(1), pages 45-84, March.
    6. Dwivedi, Satyajit & Sherly, Mazhuvanchery Avarachen, 2025. "Multivariate assessment of digital agriculture and irrigation potential: Application to India," Agricultural Systems, Elsevier, vol. 227(C).
    7. Budi Setiawan & Dien Triana & Ummu Salma Azizah & Andi Sri Wahyuni & Vijay Victor & Robert Jeyakumar Nathan & Maria Fekete-Farkas, 2025. "Financial technology (Fintech) innovation and financial inclusion: comparative study of urban and rural consumers post-Covid-19 pandemic," Journal of Innovation and Entrepreneurship, Springer, vol. 14(1), pages 1-28, December.
    8. V. B. Singh & Sanjana Chauhan, 2026. "Mobile technology and digital equity: bridging the gaps in rural India’s health, environment, and civic access," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 17(3), pages 828-841, March.
    9. Salim Saidy & Arab Dahir Hassan, 2025. "Modeling drivers of fintech adoption in Sub-Saharan Africa using machine learning," Digital Finance, Springer, vol. 7(4), pages 1065-1091, December.
    10. Jinwei Lv & Xinyu Guo & Haiwei Jiang, 2025. "Rural E-Commerce and Income Inequality: Evidence from China," Sustainability, MDPI, vol. 17(10), pages 1-32, May.
    11. Subhendu Mukherjee & Dr Vaishali Singh & Dr Runumi Das & Dr Anjan Bhuyan, 2025. "Entrepreneurship towards sustainable livelihood: a literature exploration," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 15(1), pages 1-15, December.
    12. Piyush Hooda & Anju Singla & Shivani Gupta, 2025. "Financial capability and financial well-being among small business owners: Does grit moderate the association?," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 30(3), pages 1-20, September.
    13. Florian Ahlmeyer & Kati Volgmann, 2023. "What Can We Expect for the Development of Rural Areas in Europe?—Trends of the Last Decade and Their Opportunities for Rural Regeneration," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    14. Yiyin Zheng & Junlin He, 2026. "Deviation Factors Affecting Rural Residents’ Behavior and Intention to Accept Digital Financial Services: A Study in Jiangsu Province, China," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 17(1), pages 903-926, February.
    15. Saba Bukhari & Ishfaq Ahmad & Ghulam Mustafa & Agha Amad Nabi & Khalid Zaman, 2025. "Digitalization, finance, and resource efficiency: advancing pakistan’s circular economy," SN Business & Economics, Springer, vol. 5(12), pages 1-29, December.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:9:y:2025:issue-4:p:813-824. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.