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Fighting For Visibility: A Case Study Of Digital Marketing And Content Challenges In Agricultural E-Commerce

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  • Hoang, Van Thang

Abstract

This paper examines the challenges and strategies of agricultural e-commerce platforms in enhancing digital visibility, with a focus on the case of Nông Sản Bán Buôn in Vietnam. Using a case study approach, the research highlights how early adoption of search engine optimization (SEO) enabled rapid growth, but also how structural vulnerabilities, shifting digital algorithms, and the impact of the COVID-19 pandemic disrupted platform stability. The findings show that small and medium-sized enterprises (SMEs) in agriculture face unique barriers to sustaining online presence, including limited resources, technological dependence, and competitive asymmetries compared to larger players. By situating these experiences within broader academic debates on digital marketing, platform economies, and rural development, the study contributes to understanding the systemic inequalities embedded in digital commerce. The paper concludes with practical recommendations for SMEs to diversify marketing strategies, balance SEO with multi-channel engagement, and strengthen resilience in rapidly changing digital environments.

Suggested Citation

  • Hoang, Van Thang, 2025. "Fighting For Visibility: A Case Study Of Digital Marketing And Content Challenges In Agricultural E-Commerce," SocArXiv 5h7fr_v1, Center for Open Science.
    • Handle: RePEc:osf:socarx:5h7fr_v1
    DOI: 10.31219/osf.io/5h7fr_v1
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    1. Efrain Boom-Cárcamo & Schneyder Molina-Romero & Cesar Galindo-Angulo & María Mar Restrepo, 2024. "Barriers and Strategies for Digital Marketing and Smart Delivery in Urban Courier Companies in Developing Countries," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(4), pages 19203-19232, December.
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